E-commerce has definitely evolved over the years. We’ve gone from clunky websites to slick social media storefronts, and now we’re wading into the waters of conversational AI. It felt inevitable that "just ask for it" would eventually become "just buy it." Well, that day is here, thanks to a new OpenAI feature that lets you buy on ChatGPT right in the middle of a conversation.
This isn’t just another checkout button on a webpage; it’s a genuine change in how people will shop online. In this guide, we’ll break down what this "Instant Checkout" feature is, how it actually works, and what it could mean for your e-commerce business. More importantly, we’ll look at the new set of problems it creates for customer support teams and how you can get ahead of them.
What is the new buy on ChatGPT feature?
The new "buy on ChatGPT" feature, which OpenAI calls "Instant Checkout," is pretty much what it sounds like. It lets people buy products from merchants like Etsy and Shopify without ever leaving the ChatGPT window. As OpenAI announced, you can go from asking a question to making a purchase in just a few taps.
This is the first real step into what the industry is calling agentic commerce. Basically, AI is shifting from being a research assistant to a personal shopper that can actually do things for you. Instead of just sending you a link to a product, ChatGPT can now help you buy it on the spot.
The whole thing is built on the Agentic Commerce Protocol (ACP), an open-source standard created with Stripe to keep these transactions secure and smooth. When you ask ChatGPT for a product, it pulls the most relevant options it can find. These results are organic and unsponsored, which means they’re ranked based on how well they match your query, not on who paid the most to be there. If a product is from a merchant who’s opted in, a "Buy" button shows up, and you can complete the purchase right then and there.
How buy on ChatGPT changes the shopping experience
This new way of shopping is a big deal for both customers and the businesses selling the products. It makes the buying process a lot smoother but also rewrites a few of the unwritten rules of online retail.
For customers using buy on ChatGPT: A frictionless, conversational path to purchase
For shoppers, the process is incredibly simple. You could ask something like, "find me a unique housewarming gift under $100," and instead of a list of links to click through, you get product suggestions directly in the chat. If you see something you like, you just tap "Buy," confirm your details, and you’re done.
ChatGPT's Instant Checkout feature allows users to purchase products directly within the chat.
The biggest plus for customers is the convenience. No more bouncing between different websites, creating new accounts, or wrestling with clunky checkout forms. OpenAI has also made it clear that the process is designed for trust. You stay in control and have to explicitly confirm every step, and your payment info is handled securely with encrypted tokens. It’s about as close to a frictionless impulse buy as you can get.
For merchants using buy on ChatGPT: A new channel with new rules
For merchants, this opens up a new sales channel with potential access to ChatGPT’s 700 million weekly users, many of whom are probably already asking shopping-related questions.
But merchants need to be clear on their role in all of this. While ChatGPT handles the initial sale, the merchant is still on the hook for everything that happens after the purchase. That means managing inventory, processing the payment (via Stripe or another provider), fulfilling the order, and dealing with all the customer support that comes with it.
The business model is simple: merchants pay a small fee to OpenAI for completed sales. The key thing is that OpenAI says this fee doesn’t affect how products are ranked in search results.
Here’s a quick comparison of how the shopping flow has changed:
| Feature | Traditional E-commerce Flow | "buy on ChatGPT" Flow |
|---|---|---|
| Discovery | User searches on Google, social media, or a store’s site. | User asks a conversational question within ChatGPT. |
| Checkout | User goes to a product page, adds to cart, and fills out a multi-step form. | User clicks a "Buy" button and confirms details in one interface. |
| Friction | Higher; involves multiple clicks, page loads, and possibly creating an account. | Lower; a seamless, few-tap process all within the chat. |
| Merchant Control | Full control over the website experience, branding, and user journey. | Limited; the experience is controlled by the ChatGPT interface. |
The real challenge of buy on ChatGPT: Scaling customer support
A super-smooth buying process is great for sales, but it almost always leads to a big jump in post-purchase support questions. This new channel also brings a few new headaches for support teams.
First off, merchants lose that pre-purchase interaction. When a customer buys from your website, they see your shipping policies, return information, and FAQs. They get a feel for your brand. With "buy on ChatGPT", that context is gone. The customer’s first real interaction with your brand might be when they have a problem, turning their first impression into a support ticket.
Second, you can expect higher ticket volumes. The easier it is to buy something, the more people will do it on an impulse. That means more questions about order status ("Where is my order?"), returns, and how the product works.
Finally, customers coming from a chatbot will expect quick, conversational support. They just had a seamless chat to buy something, so they won’t be thrilled about waiting 24 hours for a generic email response. Trying to scale that kind of personal support with only human agents is a tough ask.
This is where you need a support system that’s just as modern as the sales channel. A general AI isn’t going to solve the problem; you need a tool that deeply understands your business. For example, an eesel AI Chatbot can plug directly into your Shopify catalog and help center to give instant, accurate answers to those common post-purchase questions.
Even better, an eesel AI Agent can autonomously handle the wave of new tickets inside the helpdesk you already use, whether that’s Zendesk, Gorgias, or Freshdesk. It learns from your past tickets and knowledge bases to make sure every reply matches your brand’s voice and solves the customer’s problem. It’s one of the only ways to scale conversational support without having to double your team size.
ChatGPT’s pricing plans
The "buy on ChatGPT" feature is currently rolling out to U.S. users across the Free, Plus, and Pro plans. So, no matter which tier you’re on, you can start using it.
Here’s a quick look at the plans and what they offer:
A screenshot of the ChatGPT pricing page, relevant for users who want to buy on ChatGPT.| Plan | Price (per month) | Key Features for Shoppers/Sellers |
|---|---|---|
| Free | $0 | Access to GPT-5, Real-time web search, Use "buy on ChatGPT". |
| Plus | $20 | Everything in Free + Extended access & limits, agent access. |
| Pro | $200 | Everything in Plus + Unlimited GPT-5 access, highest limits. |
| Business | $25/user (annual) | Secure workspace, connectors to internal apps (e.g., SharePoint, Google Docs). |
While ChatGPT’s paid plans are great for general productivity, they aren’t built for specialized customer support automation. That’s a totally different beast.
A purpose-built tool like eesel AI has some important features you just won’t find in a general tool. For instance, eesel AI includes a simulation mode that lets you test your AI agent on thousands of your past tickets, so you know exactly how it will perform before it talks to a single customer. You can also do gradual, controlled rollouts, starting with just one type of ticket and expanding as you feel more comfortable. Plus, eesel’s predictable pricing, based on a set number of interactions, is a lifesaver for businesses that need to manage their support budgets without any surprise bills.
Are you ready for agentic commerce?
The ability to "buy on ChatGPT" is more than a neat feature; it’s a clear sign that agentic commerce is becoming a reality. It offers a powerful new sales channel for e-commerce brands that are ready to adapt.
But to make the most of this opportunity, you have to rethink your post-purchase strategy. The brands that come out on top will be the ones that match this new conversational sales channel with equally smart conversational support. Your customers are already starting to shop in a new way; is your support team ready to help them?
Prepare your support team for the future of e-commerce with buy on ChatGPT
Don’t let new sales channels create new support bottlenecks. A successful jump into agentic commerce means having the right support automation in place from the start.
With eesel AI, you can go live in minutes with one-click integrations for your helpdesk and Shopify store. It pulls together all of your knowledge, from past tickets to help center articles, to power an AI agent that resolves customer issues instantly and accurately.
Start your free trial or book a quick demo to see how eesel AI can automate your frontline support and keep your new customers happy.
Frequently asked questions
It means you can complete a purchase directly within a ChatGPT conversation, often referred to as "Instant Checkout." Instead of just getting product recommendations, ChatGPT acts as a personal shopper, allowing you to buy items from participating merchants in a few taps without leaving the interface.
Customers can ask ChatGPT for product suggestions, and if a suitable product from an opted-in merchant is found, a "Buy" button appears. Tapping this button allows them to confirm details and complete the purchase directly within the chat interface, streamlining the entire process.
For merchants, this feature opens up a significant new sales channel, potentially connecting them with ChatGPT’s vast user base. It facilitates a more frictionless shopping experience, which can lead to increased conversions and impulse buys due to the simplified path to purchase.
Merchants are still fully responsible for everything post-purchase. This includes managing inventory, processing payments, fulfilling the order, and handling all subsequent e-commerce AI customer support, such as inquiries about order status, returns, or product issues.
Yes, OpenAI has designed the process for security and trust. Transactions are built on the Agentic Commerce Protocol (ACP) in partnership with Stripe, and payment information is handled securely using encrypted tokens. Users must also explicitly confirm every step of the purchase.
The frictionless buying process leads to a loss of pre-purchase context for customers, higher volumes of post-purchase inquiries, and an expectation for immediate, conversational support. Merchants must address these to prevent bottlenecks and maintain customer satisfaction.
The "Instant Checkout" feature is currently being rolled out to users across all tiers in the U.S., including the Free, Plus, and Pro plans. This means a broad range of ChatGPT users can access the ability to buy directly within conversations.
