ChatGPT Merchants: How In-Chat Shopping Works
ChatGPT Merchants lets shoppers discover and buy products inside ChatGPT using Instant Checkout. This guide explains how it works, who can join, and how to get your products listed fast.
What is ChatGPT Merchants
- Definition
- ChatGPT Merchants is OpenAI’s program that lets brands list products in ChatGPT search and sell directly in-chat using Instant Checkout, powered by the Agentic Commerce Protocol built with Stripe.
- Why it matters
- Shoppers can move from idea to purchase without leaving the conversation, which may shorten the path to conversion.
How Instant Checkout works
1) Shopper asks, ChatGPT recommends
People ask natural questions like “best gym bag under $150.” ChatGPT returns relevant products. Results are organic and unsponsored.
At launch, Instant Checkout supports single-item purchases with more regions and carts planned, according to OpenAI’s announcement and news coverage.
Read more: OpenAI and Axios reporting.
2) One-tap purchase in chat
Shoppers tap Buy, confirm shipping and payment, and check out without leaving the chat. Plus and Pro users can have details prefilled for speed.
Payments support credit cards, Apple Pay, Google Pay, and Link by Stripe.
Source: ChatGPT Merchants overview.
Eligibility and onboarding
- Who can join: U.S. Etsy sellers are live. More than a million Shopify merchants are coming soon.
- Regions: Live in the U.S. at launch, with expansion planned.
- How to apply: Submit the merchant form and prepare a product feed using OpenAI’s specs. Stripe and the Agentic Commerce Protocol simplify checkout integration. See OpenAI’s guide.
Payments, fees, and trust
- Payments: Handled by trusted providers through Stripe. Merchants stay merchant of record and use their existing systems.
- Fees: OpenAI charges a small fee on completed purchases. Users do not pay extra platform fees.
- Privacy and control: Users confirm each step. Only necessary data is shared. Post-purchase communication and support remain with the merchant.
Learn more about the Agentic Commerce Protocol with Stripe.
Discovery and ranking in ChatGPT
Product results are ranked by relevance to the query. Instant Checkout does not artificially boost rankings. When multiple sellers offer the same item, factors like availability, price, quality, maker status, and whether Instant Checkout is enabled may be considered to improve the shopper experience.
Source details: OpenAI announcement.
| Aspect | ChatGPT Merchants | Traditional marketplace |
|---|---|---|
| Discovery | Organic results based on relevance to the question | Search and category pages with ads and promos |
| Checkout | Instant checkout inside the chat | Redirect to product page and platform checkout |
| Ownership | Merchant of record; you own fulfillment and support | Marketplace rules and policies often control the journey |
| Fees | Small fee per completed purchase to OpenAI | Listing, referral, and optional ad fees |
Setup checklist
- Review requirements. Read the program details on ChatGPT Merchants.
- Prepare your product feed. Clean titles, rich descriptions, price, images, variants, GTIN or brand identifiers, and availability.
- Optimize for questions. Write copy that answers how, who, and fit-for-use queries. Add value props and usage contexts.
- Enable checkout. If you use Stripe, ACP support can be very light-lift. Other processors can connect via Stripe’s shared token API or ACP delegated payments.
- Test end-to-end. Validate taxes, shipping, returns, and customer comms. Confirm orders appear in your systems.
- Measure impact. Track assisted conversions and contribution to revenue. See ideas below.
Analytics and measurement
Suggested KPI set
- ChatGPT-assisted revenue and orders
- Conversion rate from product suggestions
- Time from query to purchase
- Return rate and support volume
Attribution tips
- Tag landing links in order emails and order tracking pages for session stitching.
- Add unique SKUs or order tags for ChatGPT purchases to segment performance.
- Compare cohorts that used Instant Checkout vs site checkout to spot lift.
Limits and considerations
- Scope at launch: U.S. shoppers and Etsy sellers are live, with Shopify coming soon. Single-item checkout for now, with carts planned.
- Marketing consent: Orders made in ChatGPT cannot auto-subscribe customers to marketing emails. Build loyalty through great fulfillment and post-purchase value.
- Content quality: Clear images, specs, and size guides help ChatGPT match intent correctly.
Conclusion
ChatGPT Merchants creates a fast, natural path from question to purchase. Start with a clean product feed, enable Instant Checkout, and measure how in-chat buying supports growth. If you want an expert setup, talk to us.
Related reads: Improve rankings with AI SEO strategies, tune your product pages and UX, and align ads with PPC performance goals.
FAQs
Does Instant Checkout change how products rank in ChatGPT?
No. Results are organic and based on relevance. Instant Checkout does not give a ranking boost. Source: OpenAI.
What payment methods are supported?
Credit cards, Apple Pay, Google Pay, and Link by Stripe. Source: ChatGPT Merchants.
Who pays fees?
Users do not pay extra platform fees. Merchants pay a small fee per completed purchase, per OpenAI.
Can I market to customers after purchase?
You own post-purchase communication and support, but you cannot auto-enroll customers in marketing emails from ChatGPT orders. Source: program page.