OpenAI Launches Instant Checkout on ChatGPT for Etsy and Shopify Stores
OpenAI has taken its first significant stride into the commerce sector with the launch of Instant Checkout, a feature that allows users to purchase items directly through ChatGPT. This innovation is currently available to U.S. Etsy sellers and is set to roll out to over a million Shopify stores, including popular brands like Glossier, Skims, Spanx, and Vuori.
Instant Checkout initially supports single-item purchases but plans to expand to multi-item cart functionality and international regions soon. This feature is part of OpenAI's Agentic Commerce Protocol, which has been open-sourced to enable merchants to build their own selling integrations through ChatGPT.
Target's Vice President of Digital Product Management, Ranjeet Bhosale, foresees a shift in search engine optimization, predicting that generative engine optimization (GEO) will be the future. This prediction aligns with the growing trend of consumers using AI for product suggestions, moving away from traditional search engines and changing the nature of their searches. Etsy's Chief Product and Technology Officer Rafe Colburn echoes this sentiment, aiming to remove barriers for shoppers to discover and buy unique items.
OpenAI's Instant Checkout is currently available to U.S. ChatGPT users, allowing them to buy directly from U.S. Etsy sellers. Over a million Shopify merchants, including popular brands, will soon be accessible via this feature. Merchants pay a fee on purchases, with no additional cost to ChatGPT users, and items with Instant Checkout are not preferred in product results.
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