On September 29, 2025, Shopify and OpenAI announced a partnership that could change the face of e-commerce as we know it. One million Shopify merchants can now sell products directly through ChatGPT conversations, without referrals to other sites or leaving the chat interface. According to Shopify’s official announcement, this is a significant step in the evolution of what is called “Agentic Commerce,” where artificial intelligence not only recommends products but also assists in completing the purchase.
The numbers speak for themselves: An Adobe study from July 2025 shows a 4,700% increase in traffic from generative AI tools to retail sites in the United States compared to the previous year. 38% of American consumers have already used AI for online shopping, and 52% plan to do so within the year. Conversational commerce is no longer a future trend, it is today’s reality.
What Is the Conversational Commerce Revolution in 2025
Conversational commerce is a form of trade where customers interact with companies via natural conversational interfaces, whether text or voice. It’s not just a simple chatbot answering questions but an advanced system capable of understanding intent, recommending products, and helping complete transactions in one continuous flow.
In recent years, the use of AI for shopping has exploded. A study by Rep AI shows that 64% of AI-driven sales come from new buyers, proving the technology’s ability to convert visitors into customers. Furthermore, repeat buyers using AI chat spend about 25% more per order compared to those who don’t use these tools.
The Shopify–OpenAI Collaboration: Instant Checkout
What Is Instant Checkout?
Instant Checkout is the new feature allowing ChatGPT users in the United States to purchase products directly from the conversation, without moving to an external site. According to OpenAI’s announcement, the feature currently supports buying a single item from Etsy sellers in the U.S., and soon it will include over one million Shopify merchants, including well-known brands like Glossier, SKIMS, Spanx, and Vuori.
The process is simple: a user asks ChatGPT about a product (“What are the best running shoes?”), receives AI-tailored recommendations, and if they find something suitable, they click “Buy” and complete the transaction in a few clicks — without leaving the chat. Orders flow directly to Shopify’s management system with precise attribution and total transparency on fees.
How Does the System Work?
The technology behind Instant Checkout is built on the Agentic Commerce Protocol, an open protocol developed by OpenAI in collaboration with Stripe. This protocol creates a common language between AI agents and businesses, enabling systems to interact securely and efficiently.
When a user places an order, ChatGPT sends the request details to the merchant’s server via the protocol. The merchant accepts or declines, processes the payment with their payment provider, and handles shipping and customer service as usual. Merchants thus retain complete control over their operations and customer relationships.
Agentic Commerce Protocol: The New Open Standard
What Is the Agentic Commerce Protocol?
Agentic Commerce Protocol (ACP) is an open standard designed to allow AI agents, people, and businesses to collaborate to complete purchases. According to OpenAI’s official documentation, the protocol was built to be strong, secure, and easy to adopt, enabling businesses to connect to millions of AI platform users and foster direct customer relationships.
ACP is open-source under the Apache 2.0 license, meaning any business can implement it to transact with any AI agent and any payment processor. The protocol supports many commerce types, including physical and digital products, subscriptions, and asynchronous purchases.
- Cross-Platform: ACP works across commerce systems and payment infrastructures without system overhauls.
- Quick Integration: Stripe merchants can activate agent-driven payments with minimal setup — even a single line of code.
- Flexible: Works with various payment processors, platforms, and business models.
- Secure: Protects payment information, maintains compliance, and provides merchants with signals to accept or reject orders.
- Customer Control: Merchants maintain ownership of the direct customer relationship at every step.
The Collaboration with Stripe
Stripe, a global leader in payments, played a central role in ACP development. According to Stripe, the company built financial infrastructure for the AI age, with Instant Checkout as a milestone for AI-driven commerce.
Stripe introduced a new API called Shared Payment Token, allowing businesses tied to other payment processors to still use Instant Checkout without switching providers. This expands accessibility across business sizes.
Benefits for Merchants and Developers
For Shopify Merchants
Shopify merchants gain automatic access to a new sales channel with hundreds of millions of potential customers. Unlike other platforms where they struggle for visibility, here their products surface naturally in conversations on ChatGPT.
Vanessa Lee, VP of Product at Shopify, explains: “We ensure merchants thrive in the age of agentic commerce. We support everyone, from independent brands to household names, in reaching buyers in completely new ways.” Advantages include:
- Exposure: Automatic visibility to ChatGPT’s vast user base without extra marketing.
- No infrastructure change: Orders flow straight into Shopify’s management system.
- Transparency: Store name is clearly displayed, fees are transparent, and merchants remain merchant of record.
- Control: Merchants decide whether users checkout via Instant Checkout or are directed to their store.
- No initial costs: Eligible by default — no special approval or integration needed.
For Web Developers
Developers can use ACP to empower projects with agent-driven purchasing. The open protocol allows:
- Build once, deploy everywhere: Unified integration instead of one-off builds for each AI agent.
- Freedom: Compatible with multiple payment providers.
- Complex flow support: Handles physical/digital products, subscriptions, and custom checkout workflows.
- Future-proof: Open standard evolves with contributions and continuous updates.
Trends & Data: How AI Is Changing Online Shopping
Adobe’s comprehensive study tracking over 1 trillion U.S. retail site visits reveals:
- AI traffic surge: January–July 2025 AI-driven traffic jumped 4,700% year-over-year.
- Conversion gap closing: By July, generative AI traffic was only 23% less likely to convert, versus 49% in January.
- Value per visit rising: Revenue per AI-driven visit grew 84% Jan–July.
- Mobile growth: By July 2025, 26% of AI-driven traffic came from mobile (vs. 18% in January).
The conversational commerce sector is booming. Valued at $8.8B in 2025, it’s projected to grow at 14.8% annually, reaching $32.6B by 2035. Voice commerce rose from $4.6B in 2021 to almost $20B by 2023, with forecasts of $81.8B by 2025.
How to Connect to Instant Checkout
For Shopify and Etsy merchants, integration is built-in. For others, steps are:
- Apply: Request to join Instant Checkout via the OpenAI Developer Portal.
- Implement protocol: Add REST endpoints, order webhooks, and ensure responses return checkout states.
- Payment integration: Use a PSP compatible with Delegated Payment. Stripe’s Shared Payment Token is first, more PSPs coming.
- Product feed: Supply OpenAI with a product feed per spec to display in ChatGPT.
- Approval & production: Work with OpenAI through compliance testing before production use.
Challenges & Solutions
- Trust: Walmart survey found 46% hesitate to let a digital assistant manage entire shopping. Solution: explicit user control at every step.
- Accuracy: Generative AI may err. Solution: safeguards like RAG and escalation paths.
- Brand identity: Fear of loss of brand control. ACP enables merchants to control representations.
- Technical: Not all merchants can handle protocol implementation. Solution: use platforms with built-in support, like Shopify.
- Attention competition: In conversation, product ranking isn’t pay-to-play. Merchants must compete on quality, price, and stock.
Practical Scenarios
Scenario 1: Global Fashion Brand
A customer asks ChatGPT, “What are the natural makeup trends for sensitive skin?” ChatGPT recommends Glossier products with images, pricing, and live stock. Purchase flows seamlessly through Shopify.
Scenario 2: Small Etsy Shop
A ceramic artisan is surfaced to buyers asking for a “unique gift for pottery lovers.” ChatGPT integrates their products into the conversation, amplifying reach.
Scenario 3: Sportswear Brand
A user inquires, “Best gear for home HIIT workouts?” ChatGPT recommends Vuori gear with reviews and instant checkout.
Comparison: Instant Checkout vs Competitors
| Solution | Company | Status | Key Partnerships | Main Advantages |
|---|---|---|---|---|
| Instant Checkout | OpenAI | Active (Sept 2025) | Shopify, Etsy, Stripe | 700M+ users, open protocol, easy integration |
| Agent Payments Protocol (AP2) | In development | Mastercard, PayPal, Amex | Strong financial backing | |
| Commerce Integration | Perplexity | Active (2025) | PayPal, Firmly.ai | Native checkout, AI search focused |
| Operator | OpenAI | Pro subscribers | Various | Handles complex tasks, tickets, bookings |
| AI Shopping Assistant | Amazon | Beta | Internal ecosystem | Deep catalogue integration |
The Future of Conversational Commerce: 2025–2026
OpenAI plans expansions for Instant Checkout:
- Carts: Support for multiple items.
- Geographical expansion: Beyond the U.S.
- More merchants: Beyond Etsy and Shopify.
- Custom checkout: Pickup, dynamic pricing, advanced features.
Industry experts predict conversational commerce will become a primary channel, especially for Gen Z.
FAQs
Is Instant Checkout safe?
Yes. It uses secure encryption, tokens restricted to specific merchants and amounts, and requires explicit user confirmation. Sensitive card data is never stored by OpenAI.
Any extra costs for buyers?
No. Free for users; merchants pay a small fee per transaction.
How does ChatGPT choose products?
Based on relevance, not paid ranking. Factors include availability, price, quality, primary seller status, and Instant Checkout eligibility.
Is Instant Checkout available outside the U.S.?
Currently U.S.-only, with expansion plans. Others can sign up for updates.
Difference between Instant Checkout and Operator?
Instant Checkout: any user can purchase directly. Operator: for Pro users, handling complex tasks like flights and food orders.
Conclusion
The Shopify–OpenAI partnership marks a turning point. Instant Checkout and ACP create a new infrastructure where AI is not just a search tool but a full commerce channel. With 700M+ weekly ChatGPT users and 1M+ Shopify merchants, potential is immense.
Data shows consumers are already embracing it: 4,700% AI traffic spike, a growing multi‑billion $ market, narrowing conversion gaps. Early adopters will gain serious advantage.
The message is clear: conversational commerce is not a fad, but the new reality. Whether using Shopify, implementing ACP directly, or building standalone AI commerce solutions — opportunities abound.
Next steps? Shopify merchants should update their catalogues. Developers should explore ACP’s documentation. Small businesses should consider platforms like Shopify for built-in integration. The future of e-commerce is already here — and it’s conversational.
