OpenAI Launches Instant Checkout for Direct Shopping in ChatGPT
OpenAI has launched Instant Checkout, a new feature for U.S. ChatGPT users that enables direct shopping within the platform. This marks the company's first significant foray into the commerce sector, with Etsy and Shopify among the first retailers to join. The move comes as consumers increasingly turn to AI for product suggestions, changing the nature of their searches.
Instant Checkout is powered by the Agentic Commerce Protocol, a collaboration between OpenAI, Stripe, and other partners. It allows users to shop directly within ChatGPT without any additional cost. The feature initially supports single-item purchases from U.S. Etsy sellers and will soon expand to over a million Shopify merchants.
Etsy's Chief Product and Technology Officer, Rafe Colburn, sees this as a way to remove barriers for shoppers to discover unique items. Target's Vice President of Digital Product Management, Ranjeet Bhosale, predicts that generative engine optimization (GEO) will be the future of SEO, as AI becomes more integral to consumer behaviour.
OpenAI has open-sourced the Agentic Commerce Protocol, allowing merchants to integrate and apply for product sales through ChatGPT. With Instant Checkout, OpenAI is transforming the way users shop, making the process more seamless and integrated with their daily AI interactions. The feature is expected to significantly expand in the coming months, offering a broader range of products from various retailers.
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