Shopping online has changed.  People no longer start by visiting a shop website or typing a brand name into a search engine.  Instead, they ask questions.  They ask things like, “What is the best laptop for working from home?” or “Which backpack is good for weekend travel?”  Increasingly, they are asking these questions inside ChatGPT. 

 

Until recently, these conversations stopped at advice.  ChatGPT could help people decide what to buy, but they still had to leave the chat, visit a website and complete the purchase elsewhere.  That extra effort often meant delays, distractions, or no purchase at all.  

 

Instant Checkout changes that.

 

It allows people to buy directly from a merchant inside their ChatGPT conversation.  This makes shopping simpler for customers and creates a new way for merchants to reach people who are already ready to buy. 

 

In a recent interview, Chief Technology & Transformation Officer for JD Sports, Jetan Chowk, sums this new platform up, perfectly: “This move isn’t just incremental — it’s the future of how people will shop.  Being able to discover and purchase in the same conversation fundamentally reshapes the customer journey.”  

 

Why Conversations Matter in Shopping 

When someone asks ChatGPT for product advice, they are not browsing for fun.  They usually have a problem they want to solve or a purchase they already have in mind. 

 

For example, a person asking for “a durable carry-on under £300” has already decided they want to buy a suitcase.  They know their budget and what they care about.  They are simply looking for help choosing the right option. 

 

This moment is important because the customer is focused and motivated.  Traditional online shopping often breaks this focus by forcing the customer to jump between websites, logins and payment pages.  Every extra step increases the chance they will give up. 

 

Microsoft research indicates in fact that 71% of consumers can find information quicker using generative AI tools than traditional search, and when you factor in this notion with purchasing decisions, more and more consumers will be turning to ChatGPT, Gemini and other tools to guide them through buying journeys. 

 

Comparing Options in One Place 

In an OpenAI & NBER paper published in September 2025, research found that around 24% of total messages worldwide per week on ChatGPT are seeking information, with just over 2% relating to product purchases – this equates to around 50,000 conversations ever week.  

 

The data shows that this is only going to grow as more users are turning to ChatGPT and other generative AI tools. 

 

Once a customer finds a product they like, ChatGPT shows where it is available to buy.  Customers can also see different sellers offering the same product and compare them easily. 

 

Merchants are shown based on: 

• Whether the product is in stock 

• The price 

• Product quality 

• Whether the merchant is the maker or main seller 

• Whether Instant Checkout is available 

 

Even if a merchant does not enable Instant Checkout, customers can still click through to their website.  However, enabling Instant Checkout makes buying faster and more convenient, which often leads to more completed purchases. 

 

Merchants Stay in Control 

A common concern is whether selling through ChatGPT means losing the customer relationship. It does not. 

 

Merchants stay responsible for: 

• Orders and payments 

• Shipping and fulfilment 

• Returns and refunds 

• Customer support after purchase 

 

Merchants also send the order confirmation email and manage all post-purchase communication.  Customers can view their order details in ChatGPT, but they are directed to the merchant’s site for tracking and support. 

 

Instant Checkout does not allow merchants to automatically add customers to marketing mailing lists.  This protects customer privacy and keeps communication clear and respectful. 

 

Getting Started as a Merchant 

Merchants who want to take part need to: 

• Provide a product feed that meets ChatGPT’s requirements 

• Enable Instant Checkout using the Agentic Commerce Protocol 

 

OpenAI is onboarding merchants gradually, starting in the United States, with plans to expand to other countries.  Merchants can apply through a short application form and will be contacted when they are ready to be onboarded. 

 

What This Means for the Future of Shopping 

More people are turning to AI tools to help them make decisions.  Shopping is becoming more conversational and more focused on solving specific needs quickly. 

 

Instant Checkout supports this change by allowing purchases to happen naturally, at the moment a customer is ready to buy. 

 

For merchants, this is an opportunity to meet customers where they already are, without giving up control or investing heavily in new systems.  It offers a simple way to turn interest into sales. 

 

Final Thoughts 

ChatGPT Instant Checkout connects product discovery and purchase in a single experience.  It helps customers buy more easily and helps merchants capture demand at the right moment. 

 

By making shopping simpler, faster and more direct, it reflects how people actually want to buy today.  For merchants looking to grow in a changing digital landscape, this is a practical and accessible step forward. 

 

Conversations are already happening.  Instant Checkout simply makes it possible to turn those conversations into completed purchases. 

 

If you’d like further info on this just get in touch with our Digital team.

 

Credit: Matt Rushton, Digital Account Manager and Shani Hawthorne-Williams, Head of Digital