ChatGPT Shopping

ChatGPT Shopping is OpenAI's commerce feature. When a shopper asks a product question, ChatGPT returns product cards with images, prices, ratings and a link to the merchant's site. It is one of the largest surfaces for agentic commerce.

OpenAI introduced product search in ChatGPT in 2025 and added in-chat checkout, branded Instant Checkout, in September 2025 with Etsy and Shopify merchants. OpenAI retired Instant Checkout in March 2026, so shoppers now discover in ChatGPT and buy on the merchant's site or inside a retailer's ChatGPT App. The underlying standard is the Agentic Commerce Protocol and Stripe. In March 2026 OpenAI stepped back from in-chat checkout in favor of a discovery and referral model: ChatGPT recommends products and sends the shopper to the merchant to buy.

The audience is large. ChatGPT reports 800 million or more weekly active users. A Morgan Stanley AlphaWise survey (November 2025) found that 45 percent of US consumers had used ChatGPT in the prior month and 36 percent of users had bought something based on an AI recommendation.

Google shows a list of links and the shopper chooses. ChatGPT recommends a few specific products and explains why. That makes it closer to a personal shopper than a search engine, and the products it names get a disproportionate share of attention.

The traffic converts. Adobe Analytics found AI-referred visitors completed purchases at a 38 percent higher rate than traditional search visitors over Black Friday 2025, and AI-driven traffic to US retail sites was up 805 percent year over year in the same period. Shopify reported 7x AI traffic and 11x AI orders since January 2025.

Visibility in ChatGPT Shopping is free. OpenAI has stated that recommendations are based on relevance to the shopper's question, not on merchant payment or enrollment status. What decides whether your product appears is how well its information answers the question.

Product feeds. OpenAI publishes a product feed specification. Merchants submit feeds directly (invite-based for large retailers) or through their commerce platform. Shopify, Salesforce Commerce Cloud and commercetools generate compliant feeds from the catalog.

The public web. ChatGPT also reads product pages through OAI-SearchBot. A crawlable site with complete product information and accurate schema can appear without a feed, though the feed gives ChatGPT better data to work with.

What gets recommended. For a question like "best wireless headphones under 100 dollars", ChatGPT filters on the attributes in the question (type, connectivity, price), reads descriptions and reviews, and returns a shortlist. Products with the attributes present and a clear description are the ones that can be matched. Products with full data appear as product cards. Thin ones, if they appear at all, tend to appear as text mentions.

ChatGPT Apps. Separately, merchants can build a branded experience inside ChatGPT with the Apps SDK. That is an owned surface on top of organic visibility, not a substitute for it.

As of early 2026 the participants included:

• Etsy, the first major marketplace to enable ACP for all sellers
• Shopify merchants, through Shopify's ACP integration
• Walmart and Target, announced partnerships
• SKIMS, Glossier, Spanx, Vuori and other direct-to-consumer brands
• URBN (Anthropologie, Free People, Urban Outfitters) through Stripe's Agentic Commerce Suite

For a practical playbook on showing up in ChatGPT product results, see Paz.ai's guide to ChatGPT Shopping visibility. Retailers who want to reuse an existing Merchant Center feed can read the ChatGPT Shopping and Google Shopping feed guide.

Paz handles this for ecommerce teams. A Paz expert agrees the shopper questions that matter for your business, the platform tracks how your products appear in ChatGPT (and Google AI Mode, Perplexity and Google AI Overviews) for those questions, and the expert works through the gaps: completing attributes, rewriting descriptions, answering product questions on the page and getting the feed in shape, from your own sources. Our experts publish within agreed guidelines and you see appearances over time.

See how the AI visibility service works or the ChatGPT integration guide.