Boost Sales with ChatGPT’s Instant Checkout

OpenAI, the company behind ChatGPT, has just launched a new feature called “Instant Checkout.” Think of it as adding a “Buy Now” button for your products right inside a conversation with ChatGPT.

This new tool, built in partnership with payments company Stripe, creates a powerful new sales channel for businesses to reach millions of potential customers.

The service is now live for ChatGPT Plus, Pro, and Free users in the U.S. It starts with Etsy sellers, but will soon include over a million businesses using Shopify, including major brands like Glossier and SKIMS.

What’s In It for Your Business?

This isn’t just another tech trend; it’s a direct path to customers at the exact moment they’re looking for something. In other words, ChatGPT is no longer just a tool for discovery—it’s becoming a direct sales channel. Here are the key benefits for your business:

• Reach a Massive, Engaged Audience: You can now get your products in front of ChatGPT’s user base of over 700 million people per week. These users are actively asking for product recommendations and advice.
• Sell at the Point of Discovery: Imagine a customer asks ChatGPT for “the best gift for a coffee lover.” If your product is a good match, it can appear directly in the chat. The customer can then buy it in a few taps without ever leaving the conversation. This reduces the number of clicks needed to make a purchase, which can significantly increase sales.
• You Stay in Complete Control: Even though the sale starts in ChatGPT, your business handles it just like any other online order.
  • Payments: You use your own existing payment processor.
  • Fulfillment: Orders flow into your current system for shipping.
  • Customer Relationship: You are still the direct seller and own the relationship with the customer for support, returns, and future marketing.
• It’s Not an Ad: Your products are shown based on how relevant they are to the user’s conversation, not because you paid for a top spot. This means you’re connecting with customers who have a genuine interest in what you offer.

How Does It Work?

The process is simple. A customer has a conversation with ChatGPT and the relevant product is recommended. If they decide to buy:

1. They tap the “Buy” button next to your product in the chat.
2. They confirm their shipping and payment details (which can be pre-filled for existing ChatGPT users).
3. The order is sent securely and directly to your store’s backend system. You process it exactly as you would an order from your own website.

ChatGPT simply acts as a helpful personal shopper, connecting an interested buyer directly with your business.

How to Get Your Business Ready

OpenAI has designed this to be as easy as possible for businesses to adopt.

• If you use Stripe: For businesses that already process payments with Stripe, getting set up can be incredibly simple—requiring just a single line of code.
• If you use another payment system: You can still participate. OpenAI and Stripe have built ways for other payment systems to connect without you having to change your current provider.
• Next Steps: OpenAI is inviting all interested merchants and developers to start building. You can review their documentation and apply on their website to make your products available for purchase inside ChatGPT.

Powered by the Agentic Commerce Protocol, this new feature is more than just a checkout tool. Although currently available in the US only, it is expected to roll out globally, marking a fundamental change in how people buy online. With this development, it has become more important for businesses to prioritise answer engine optimisation (AEO). This means ensuring your product information and brand are structured to be the definitive answer for AI platforms. Those who adapt now will be best positioned for a future where the customer journey—from question to purchase—happens in a single conversation.