A practical guide to the Shopify ChatGPT checkout feature

Let’s be honest, online shopping has followed the same script for years: you Google something, click a bunch of links, and find your way through a website. It works, but what if it could be easier? What if you could just ask for what you need and buy it right then and there, in the middle of a conversation?

That’s exactly what OpenAI and Shopify are cooking up with the new Shopify ChatGPT checkout. It’s more than just a neat trick; it’s a real step toward a future where AI acts like a personal shopper. We’re going to walk through what this feature is, how it works, and, most importantly, what new headaches it might create for customer support teams.

What is the Shopify ChatGPT checkout?

Simply put, the Shopify ChatGPT checkout lets people who are using ChatGPT buy products from your Shopify store without ever leaving the chat window. This all started with OpenAI’s "Buy it in ChatGPT" idea, which is aimed at turning a casual chat about a product into an actual sale.

It all hangs on a partnership between OpenAI, Shopify, and the payment processor Stripe. Under the hood, there are two main parts to this puzzle:

1. Instant Checkout: This is what the customer sees. Instead of getting kicked over to your website, a shopper can just click a "Buy" button inside ChatGPT, check their details, and finish the purchase in a few seconds.

2. Agentic Commerce Protocol (ACP): This is the techy bit working in the background. Think of it as a secure language that AI agents like ChatGPT can use to talk to businesses. It was co-developed by OpenAI and Stripe and lets the AI handle product info and payments without your customer’s sensitive data ever being exposed.

So, ChatGPT is basically becoming a new type of storefront, and the ACP is the set of rules that lets it talk to the cash register.

How the new Shopify ChatGPT checkout works for shoppers and merchants

Even though it sounds like something out of a sci-fi movie, the whole process is actually pretty simple for everyone involved. It squishes the old sales funnel (find, consider, buy) into one quick conversation.

Here’s how it looks in the real world.

The shopper’s journey with the Shopify ChatGPT checkout: From prompt to purchase

For a customer, the whole thing feels surprisingly natural. It starts with a question and ends with an order confirmation, and they never have to open a new tab.

Here’s the typical flow:

1. Discovery: Someone asks ChatGPT for a recommendation. For example, "What are the best waterproof running shoes for under $150?"

2. Recommendation: ChatGPT suggests a few products. OpenAI says these results are organic and based on relevance, not on who paid the most.

3. Checkout: For any products from a participating Shopify store, an "Instant Checkout" button shows up. The user taps "Buy."

4. Confirmation: The user confirms their shipping and payment details (which can be saved for next time) and clicks to complete the purchase.

5. Order Placed: The order gets sent straight to the merchant’s dashboard, and the customer gets a confirmation, just like they would from any other online store.

The merchant’s experience with the Shopify ChatGPT checkout: A new channel, same workflow

For anyone running a Shopify store, the biggest plus is getting access to a new sales channel without having to rebuild your entire setup.

• No big setup required: Merchants can turn this feature on, and when an order comes through, it just shows up in the Shopify admin like any other sale.

• You’re still in charge: You remain the merchant of record. That means you own the customer relationship, you handle shipping and returns, and you’re the one they contact for support.

• Secure payments: Payments are managed through the Agentic Commerce Protocol, which hooks into your existing payment processor. If you’re already using Stripe, it’s even simpler. You process the charge just like you always do.

A merchant's Shopify dashboard showing a new order that came through the Shopify ChatGPT checkout feature.

The bigger picture: What the Shopify ChatGPT checkout means for e-commerce

This isn’t just about a new "buy" button. It’s a sign that the very foundation of e-commerce might be shifting. The well-worn path from a Google search to a purchase now has a serious conversational competitor.

This video from OpenAI demonstrates how the new Instant Checkout feature works within ChatGPT.

Here’s what that could mean for you:

• The rise of "AI optimization": For years, everyone has been obsessed with Search Engine Optimization (SEO) to get to the top of Google. Now, we have to start asking a new question: how do you get your products recommended by an AI? It will probably come down to having really well-structured data, clear and honest product descriptions, and making sure your inventory levels are always accurate.

• A challenge to ad-based search: Google makes a ton of money from people searching for things to buy. By letting people make purchases right in a chat, OpenAI is building an alternative that could pull both shoppers and ad dollars away from traditional search engines.

• A new customer support disconnect: Here’s the big catch. While buying something is smooth as silk, getting help can be a completely different story. A customer might have a question before buying that ChatGPT can’t answer, or they might have an issue after the purchase. Suddenly, they’re forced to leave the slick, easy chat and go hunting for a support email address or a contact form. That jarring switch is a real problem if you want to give customers a great experience from start to finish.

Key limitations and support challenges of the Shopify ChatGPT checkout

As cool as this new channel is, it’s still early days. It has some real limitations and creates new problems that businesses need to think about. It’s a great step forward, but it doesn’t solve every part of the customer journey.

Current Shopify ChatGPT checkout limitations

Right now, the feature is a bit fenced in:

• Location and scope: It’s currently only for U.S. shoppers and merchants.

• One item at a time: You can only buy a single item in one go. A multi-item shopping cart is supposedly on the roadmap for the future.

• The recommendation "black box": As a merchant, you don’t get much insight into why ChatGPT picks one product over another. That lack of control can be nerve-wracking for brands that spend a lot of time and money building a specific customer experience.

Bridging the new customer support gap for the Shopify ChatGPT checkout

The biggest issue by far is the support gap. The moment a customer’s question shifts from "What should I buy?" to "Where’s my order?" or "How do I return this?", ChatGPT bows out. The customer is left to fend for themselves.

This is where the whole experience can fall apart. You can’t have a sales process that takes 24 seconds and a support process that takes 24 hours. They just don’t match.

An AI agent from a tool like eesel AI can help you bridge that gap. Instead of letting the conversation die, you can deploy an AI that picks it right back up.

• Connect what you know: The AI Chatbot from eesel AI can plug directly into your Shopify store, your help center docs, and even your past support tickets. It can give instant, correct answers about products, policies, and even specific order details.

• Take action in real time: You can set up an eesel AI agent with custom actions to do things a general model like ChatGPT can’t, like looking up live order information for a customer or starting a return process right in the chat.

• Stay in control: Unlike the closed-off world of ChatGPT’s recommendations, eesel AI gives you full control. You decide your AI’s personality, what information it uses, and the exact steps it follows. This keeps your brand’s voice and support quality consistent. You can get it up and running in minutes, not months, and give your customers the connected, conversational experience they’ll start to expect.

An example of how an AI chatbot like eesel AI can bridge the support gap by handling post-purchase questions within the chat for the Shopify ChatGPT checkout.

The cost of the Shopify ChatGPT checkout

OpenAI has mentioned that merchants will pay a small fee for purchases made through Instant Checkout. It’s free for shoppers, and the fee won’t change the price of the product.

As of now, the exact fee structure hasn’t been shared publicly. This is a pretty important detail for merchants, since it will directly affect how profitable this new channel is. It’s a change from paying for clicks (like with Google Ads) to paying only for actual sales, which is more predictable but still a new cost you’ll have to account for.

Get ready for the Shopify ChatGPT checkout and the conversational commerce wave

The Shopify ChatGPT checkout is a big deal for agentic commerce. It gives us a peek into a future where buying something is as easy as talking to a friend. For merchants, it opens a door to a massive new audience.

But to do well here, you need to do more than just show up. You have to provide a consistent, conversational experience from the moment someone discovers your product to the moment they need help with it. As you start exploring this new world, making sure your support is just as smart as your sales channel will be the key to keeping customers happy.

If you’re ready to close that support gap and offer a truly seamless journey, try eesel AI for free and see how easy it is to bring your whole customer experience together.