OpenAI just announced something pretty huge: you can now buy things directly inside a ChatGPT conversation. This new feature, called Instant Checkout, is currently rolling out with select U.S. Etsy and Shopify merchants. It’s a major pivot for conversational AI, turning a tool for writing and research into a place where people can actually spend money.
This is the start of what people are calling "agentic commerce." The idea is that AI agents don’t just find information for you, they help you get things done, like buying a gift. But what does this really mean for your business?
In this guide, we’ll unpack the technology behind this new feature, especially the ChatGPT Checkout API. We’ll look at what it means for merchants and help you think through how to use AI for your own e-commerce business without giving away the keys to the kingdom.
Understanding the moving parts: ChatGPT Instant Checkout and the ChatGPT Checkout API
Before we get into the nitty-gritty, let’s get our heads around the key pieces of this new commerce puzzle. It all starts with what the customer sees and is powered by a new open standard that makes it all work.
Understanding ChatGPT Instant Checkout
Picture this: a customer is chatting with ChatGPT about gift ideas. They ask, "What are some good housewarming gifts under $100?" Instead of just spitting out a list of ideas, ChatGPT can now show them actual products from merchants who are part of the program.
If a product has Instant Checkout enabled, a "Buy" button shows up right there in the chat. The user can click it, confirm their details (which might already be saved), and finish the purchase without ever leaving the conversation. It’s a super smooth, low-friction way to go from discovery to checkout in one place.
How the ChatGPT Checkout API uses the Agentic Commerce Protocol (ACP)
The Agentic Commerce Protocol (ACP) is the engine that makes Instant Checkout run. It was co-developed by OpenAI and Stripe, and you can think of it as an open rulebook that creates a common language for AI agents, businesses, and payment processors to talk to each other.
It’s basically a set of rules that lets an AI like ChatGPT act as a personal shopper. The AI securely coordinates the purchase with a store’s existing systems. The important thing here is that merchants don’t have to rebuild their entire backend. Your orders, fulfillment, and payments still run through your usual channels. ChatGPT just acts as the friendly face that kicks off the sale.
The role of the ChatGPT Checkout API
So, where does the ChatGPT Checkout API come into play? It’s the hands-on, technical part of the Agentic Commerce Protocol. It’s a set of REST endpoints and webhooks that developers use to hook their e-commerce store up to ChatGPT.
When you decide to offer your products through Instant Checkout, your developers will be working directly with this API. It’s the bridge that lets your product catalog, inventory, and order management systems communicate with ChatGPT securely.
How the ChatGPT Checkout API works: A peek under the hood for merchants
Getting your products to show up for sale inside ChatGPT involves setting up three main technical flows using the API. It’s not exactly a simple plug-and-play setup, but it is designed to integrate with the commerce stack you already have.
Sharing your product feed
To start, ChatGPT needs to know what you sell. You make this happen by providing a structured product feed, usually a CSV or JSON file. This isn’t just a list of product names; it’s a detailed file with product IDs, descriptions, current pricing, inventory levels, and image URLs.
This feed is the bedrock of your presence in ChatGPT’s shopping results. The more accurate and detailed your data is, the better your chances of your products showing up and looking good. You’ll need to keep this feed updated regularly so pricing and stock levels are always correct.
The checkout and order flow
This is where the transaction actually happens. When a user decides to buy one of your products, the Agentic Checkout Spec takes over. Here’s a simplified version of the back-and-forth between ChatGPT and your store’s API:
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Session Start: The user clicks "Buy." ChatGPT sends a request to your API with the item details.
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Cart Check: Your system gets the request, calculates the total cost with taxes and shipping, and sends this info back to ChatGPT.
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User Confirms: ChatGPT shows the final, all-in price to the user. No surprise fees.
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Purchase Complete: Once the user gives the thumbs-up, ChatGPT sends another request to your API to finalize the purchase.
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Order Created: Your backend checks the request and creates the order in your e-commerce platform (like Shopify), just like any other sale. It then sends a final confirmation back to ChatGPT.
The whole thing happens in a few seconds, but it’s designed to make sure you stay in control of validating and creating the final order.
How the ChatGPT Checkout API handles payments with the delegated payment spec
One of the most important things to get is that OpenAI isn’t the one processing the payment. They aren’t the merchant of record. Instead, the system uses a clever Delegated Payment Spec.
The main way this works right now is with Stripe’s "Shared Payment Token." ChatGPT securely collects the user’s payment info and asks Stripe to generate a special, one-time-use token. This token is tied to your specific store and a maximum amount, which makes it very secure.
ChatGPT then passes this token to your API during the final step. Your system uses that token with your own payment processor (which also needs to be able to handle it, starting with Stripe) to actually charge the customer. This keeps sensitive payment data out of ChatGPT’s system and lets you stick with your current payment setup.
The new landscape: Opportunities and limitations of the ChatGPT Checkout API
This new technology is definitely exciting, but it’s important for merchants to look at it with a practical mindset. It opens up a massive new channel, but it also comes with some real trade-offs.
The opportunity: A new conversational sales channel
The biggest plus is obvious: access. You get to place your products in front of the hundreds of millions of people using ChatGPT every week, right when they’re actively looking for solutions. Instead of hoping they’ll stumble upon your website, you can meet them where they already are.
This also signals a shift from classic Search Engine Optimization (SEO) to what some are calling "Generative Engine Optimization" (GEO). Being the product an AI recommends could become even more valuable than being the top search result on Google. A conversational recommendation can feel more personal and trustworthy, which might lead to better conversion rates for shoppers who are sick of scrolling through endless, sponsored results.
The limitations: What merchants give up
While the opportunity is huge, it’s not without its costs. Integrating with ChatGPT means giving up a level of control that many brands have worked hard to build.
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You lose the direct customer relationship: The entire customer journey, from discovery to checkout, happens on OpenAI’s platform. This leaves very little room for you to build a direct relationship, show off your brand’s personality, or try any strategic upselling. You make the sale, but you risk losing the customer connection that builds long-term loyalty.
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It’s technically complicated: Even though the protocol is "open," setting it up is far from a one-click install. Implementing the ChatGPT Checkout API is a serious development project. It means building, testing, and maintaining a solid API integration, which costs a lot of time and engineering resources.
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You’re not in control: You have almost no say in how your products are presented or why they get recommended. The user experience is controlled by ChatGPT’s interface and algorithm, not your brand guidelines. If your business relies on detailed pre-sales support, consultations, or a specific brand feel, this generic model can feel incredibly limiting.
Having an AI agent on your own website, on the other hand, gives you total control over the conversation, branding, and how to handle tricky questions, making sure the customer experience is a perfect reflection of your brand.
Taking control beyond the ChatGPT Checkout API: Building a conversational commerce experience on your terms
The ChatGPT Checkout API is a powerful tool, but it’s not the only game in town when it comes to AI in e-commerce. For many businesses, building an AI-powered experience on their own turf is a much better long-term strategy.
The headache of a custom API integration
Let’s be real: integrating with a complex, third-party API like ChatGPT’s is a massive undertaking. It requires a dedicated engineering team with the right skills to build and maintain the connection. For most small and medium-sized businesses, that’s just not realistic.
An alternative to the ChatGPT Checkout API: A self-serve AI chatbot for your store
So instead of sending customers off to a third-party chat platform, what if you could bring the power of conversational AI directly to your own website?
This is where platforms like eesel AI come into the picture. We offer a much simpler approach. Forget about months of development and wrestling with complex APIs. With eesel AI, you can connect your Shopify store, help center, and other knowledge sources in just a few minutes. The entire setup is self-serve, so you can go from signing up to having a fully working AI chatbot without talking to a single salesperson.
A screenshot of the eesel AI platform, showing how an AI chatbot can be trained using various knowledge sources, offering an alternative to the ChatGPT Checkout API.Beyond ChatGPT Checkout API transactions: Providing AI-powered support and sales
The real magic of an on-site AI assistant is that it does so much more than just process a transaction. While ChatGPT’s checkout is all about a single purchase, an eesel AI chatbot becomes a true member of your team.
It learns from your entire product catalog, your help docs, and even your past support conversations to understand your business from the inside out. This lets it:
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Answer tricky pre-sales questions about product features, compatibility, or sizing.
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Give personalized recommendations based on what a customer actually needs.
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Handle post-purchase support questions like "Where is my order?" by using custom actions to look up order statuses in real time.
This approach builds trust, smooths out the buying process, and ultimately helps you sell more, all while making your brand look great.
| Feature | ChatGPT Instant Checkout | eesel AI On-Site Chatbot |
|---|---|---|
| Setup Time | Weeks to months (API dev) | Minutes (Self-serve) |
| Location | Inside ChatGPT | On your own website/app |
| Brand Control | Low (OpenAI’s UI) | High (Fully customizable) |
| Functionality | Single-item purchase | Sales, support, order lookup |
| Knowledge Source | Product Feed | Help Center, Past Tickets, Docs, Shopify Catalog |
| Testing | Live deployment | Safe simulation on past data |
A note on ChatGPT Checkout API pricing and ROI
OpenAI has mentioned it will charge merchants a "small fee" on purchases made through ChatGPT, but the actual rates are under wraps in confidential agreements. This makes it tough to predict what your customer acquisition cost will be on this new channel.
We think a more straightforward approach is better. eesel AI’s pricing is based on simple usage tiers, with no fees per resolution or per sale. This gives you predictable costs you can actually budget for, so you’re never penalized for having a great month.
This video demonstrates how developers can get started with the ChatGPT API to build conversational experiences, a key part of understanding the ChatGPT Checkout API.
Your next move with the ChatGPT Checkout API in agentic commerce
Agentic commerce isn’t some far-off idea anymore; it’s here, and the ChatGPT Checkout API is a huge step. It forces every online merchant to ask a big question: Do we give up control to get a spot in a massive third-party ecosystem, or do we build a powerful, branded AI experience on our own turf?
For businesses that care about direct customer relationships, brand control, and weaving AI into both sales and support, the answer is pretty clear. Building your own conversational AI is the smarter path forward. It turns AI from a simple sales channel into a core part of your business that improves the entire customer journey.
Ready to build an AI shopping and support experience that you actually control? Try eesel AI for free and get an AI chatbot live on your store in minutes.
Frequently asked questions
The ChatGPT Checkout API is the technical interface that allows an e-commerce store to connect with ChatGPT’s Instant Checkout feature. It provides the REST endpoints and webhooks developers use to integrate product catalogs, manage inventory, and handle order flows securely within the ChatGPT environment.
Integrating requires providing a detailed product feed, implementing API endpoints for the checkout and order flow, and setting up the delegated payment specification. This is a technical development project designed to work with your existing commerce stack.
The primary advantage is gaining access to ChatGPT’s massive user base, enabling direct sales within conversations where customers are already present. This can lead to new avenues for product discovery and potentially higher conversion rates through conversational recommendations.
Yes, major limitations include losing the direct customer relationship as the journey happens on OpenAI’s platform, significant technical complexity for integration, and minimal control over brand presentation and user experience within ChatGPT’s interface.
It uses a Delegated Payment Spec, where ChatGPT securely collects payment information and generates a one-time-use token (like Stripe’s Shared Payment Token). This token is then passed to your API, allowing your system to process the charge through your own payment processor.
An effective alternative is building an AI-powered chatbot directly on your own website, using platforms like eesel AI. This gives you total control over the conversation, branding, and allows for comprehensive sales and support functions that truly reflect your business.
