OpenAI continues to expand ChatGPT into a shopping hub: With the new “Instant Checkout” feature, users can select and purchase products directly in the chat—without having to go through external stores. This transforms ChatGPT from a pure research tool into a serious shopping platform.
As soon as ChatGPT recognizes a purchase intention, it will display an interactive product carousel with images, prices, and store links. Users can browse and find information there – and complete their purchase directly. The feature has been gradually introduced since September 2025. Initially, Etsy sellers in the US will benefit, with the feature later being extended to Shopify and other countries. This opens up a new sales opportunity for retailers, making the purchasing process easier than ever.
Companies cannot buy their way in directly—there are no sponsored placements. Instead, ChatGPT decides which offers end up in the carousel based on product data quality, user trust, and web signals. Retailers should therefore focus on structured data, up-to-date prices, high-quality images, and authentic customer reviews. In addition, the reputation of the domain also plays a role: those who offer transparent content and strong backlinks increase the likelihood of being included in ChatGPT’s purchase recommendations.
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