ChatGPT gets so many regular updates and new features that even I have trouble keeping track of them all. Recently, I decided to give ChatGPT’s new shopping feature a try. Yes, that isn't a typo. ChatGPT now lets you shop directly inside the chat.
Before I tried it, I wondered why anyone would ever want to do that. But after giving it a shot, I discovered that it’s so much easier to find what I’m looking for, compare prices and reviews and even purchase products without leaving the conversation. It’s a feature I didn’t realize I needed until now.
Here’s how the new shopping experience works — and a few things to know before trying it.
What’s new with ChatGPT shopping
Earlier this year, OpenAI rolled out a new set of commerce tools designed to make ChatGPT more than just a brainstorming or writing assistant. In partnership with retailers like Etsy and Shopify, ChatGPT can now pull in live product data, show prices and availability, and in some cases, let you complete checkout directly inside the app.
The new feature, called Instant Checkout, has launched first in the U.S. and allows users to purchase products from supported merchants without leaving ChatGPT. Payment and shipping are handled by the retailer through OpenAI’s new Agentic Commerce Protocol (ACP), built with Stripe. Although PayPal is coming.
It’s a big leap forward. Rather than just recommending products, ChatGPT has become the place to purchase them, too.
How to shop inside ChatGPT
If you’ve ever asked ChatGPT for product advice, such as “What’s the best robot vacuum?”, you’ll notice the difference right away. Instead of generic recommendations, ChatGPT now surfaces real products with up-to-date prices, images, and direct links.
You can start broad or specific, just remember that you’re limited to purchases on sites like Shopify and Etsy (for now).
“Find me a pair of cute earrings on Etsy for under $50."
“Show me homemade accessories on Etsy.”
ChatGPT will return a curated list of products with mini-summaries, features and price ranges. Follow up like you would with a store associate:
“Show me more color options.”
“Can you find a cheaper alternative?”
The more conversational you are, the more precise ChatGPT’s suggestions get. It can even highlight deals or eco-friendly picks depending on what you ask.
If you’re in the U.S. and the product supports Instant Checkout, you’ll see a “Buy” or “Add to cart” button right in the chat. Tap it, confirm shipping details, and complete your order — all without opening another browser tab.
For products that aren’t yet integrated, ChatGPT provides a direct link to the merchant’s site, so you can still check out easily.
What to know before you try it
- U.S.-only (for now): Instant Checkout is currently available only to U.S. users through select merchants, including Etsy sellers. OpenAI says Shopify stores and more retailers will follow soon.
- Single-item checkout: You can only buy one item at a time. Multi-item carts are in the works but not yet available.
- Prices and availability may vary: Product data is refreshed frequently, but always double-check details before purchasing.
- Privacy and personalization: If you’ve enabled ChatGPT’s memory, it can remember your preferences — like showing sustainable brands or specific sizes. Otherwise, each shopping chat starts fresh.
- Still not a deal-finder: ChatGPT won’t automatically surface promo codes or price histories yet, so it’s worth pairing it with your usual deal tools if you’re bargain hunting.
Best prompts to try
- “Show me the best gifts for a 10-year-old who loves Minecraft.”
- “I want a mid-century lamp under $60.”
- “My kitchen is always cluttered — what products could help?”
- "Show me some homemade gifts for my best friend."
ChatGPT’s move into shopping reflects a broader shift toward conversational commerce, where chat-based AI assistants help people make purchasing decisions.
Google has been integrating similar features into Gemini and Search, while Amazon uses its AI assistant “Rufus” for product discovery.
But ChatGPT’s conversational approach makes the process feel more natural. You describe what you need, the AI curates options, and (at least in the U.S.) you can buy right then and there.
It’s still early days, but if OpenAI expands beyond the U.S. and adds features like multi-item carts and loyalty integrations, ChatGPT could become a serious contender in the online shopping space.
Final thoughts
After trying the shopping feature in ChatGPT, I can see why someone would want to use it. Browsing products directly in ChatGPT is fast, surprisingly intuitive and helpful when I need to come up with ideas for gifts or suggestions. I probably won't use it all the time, especially because the feature is in ChatGPT Atlas, but I can see how AI could reshape e-commerce as this feature becomes more integrated.
Have you tried it yet? Let me know what you think in the comments.
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