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Instant Checkout (ChatGPT)

Instant Checkout is ChatGPT's in-conversation purchase feature that lets consumers buy products without leaving the chat, powered by ACP and Stripe.

Last updated: 2026-02-21

What Is Instant Checkout?

Instant Checkout is ChatGPT's "Buy" button that lets consumers complete purchases entirely inside a conversation without visiting external websites.

Instant Checkout is OpenAI's in-conversation purchase feature for ChatGPT, branded as "Buy it in ChatGPT." It allows consumers to select, configure, and purchase products entirely within the chat interface using stored payment credentials, without visiting the merchant's website.

The feature evolved from ChatGPT's product search capabilities that launched in late 2024. Early merchant integrations began in late 2025, with the 4% transaction fee introduced in January 2026. OpenAI expanded the "Buy it in ChatGPT" experience to all U.S. users -- Free, Plus, and Pro tiers -- in February 2026. Instant Checkout is powered by the Agentic Commerce Protocol (ACP) and processes payments through Stripe's infrastructure.

OpenAI has stated that "Instant Checkout items are not preferred in product results" -- meaning enrollment does not influence which products ChatGPT recommends. Product recommendations remain relevance-based (OpenAI, Feb 2026).

How Instant Checkout Works for Consumers

Consumers see a "Buy" button on recommended products, confirm details, and complete purchase without leaving ChatGPT.

When a ChatGPT user asks for product recommendations, products from Instant Checkout-enabled merchants display a "Buy" button alongside the standard "Visit" link. The purchase flow:

  1. Consumer selects a product from ChatGPT's recommendations
  2. ChatGPT displays product details -- variants, sizes, colors, shipping options
  3. Consumer selects options and reviews the order
  4. Payment credentials (stored in ChatGPT for Plus/Pro users) are pre-filled
  5. Consumer confirms the purchase
  6. Order confirmation appears in the chat with tracking details

The entire process happens inside ChatGPT. Payment is processed by Stripe -- ChatGPT does not store or access card details directly. The merchant handles fulfillment as they would any other order.

Merchant Requirements and Fees

Merchants need ACP integration (typically via Stripe), a compliant product feed, and pay a 4% transaction fee to OpenAI.

Requirements:

  • Products must be in ChatGPT's product index (Shopify merchants are auto-included)
  • ACP integration, typically through Stripe's Agentic Commerce Suite
  • Product feed compliant with OpenAI's commerce feed specification
  • U.S.-based merchant (international expansion timeline not yet announced)

Fees: OpenAI charges a 4% transaction fee on completed Instant Checkout purchases. This is in addition to standard Stripe payment processing fees. The fee structure is comparable to marketplace fees on platforms like Amazon (8-15%) or Etsy (6.5%), making it relatively competitive for AI-driven sales.

Live merchants (as of Feb 2026): Etsy, 1M+ Shopify merchants (auto-enrolled), SKIMS, Glossier, Spanx, Vuori, URBN brands, with Walmart and Target partnerships announced.

FAQ

Does Instant Checkout affect which products ChatGPT recommends?+
No. OpenAI states that Instant Checkout enrollment does not influence product recommendations. Products are recommended based on relevance to the user's query, not payment status.
What is the 4% fee on Instant Checkout?+
OpenAI charges merchants 4% on completed Instant Checkout transactions, introduced January 2026. Standard Stripe payment processing fees also apply. Consumers are not charged extra.
Can I use Instant Checkout without Stripe?+
Currently, Instant Checkout runs on Stripe's payment infrastructure via the ACP protocol. While ACP is designed to be payment-processor flexible, Stripe is the primary implementation partner.

Related Terms

Agentic Commerce Protocol (ACP)

ACP is an open-source checkout protocol by Stripe and OpenAI that enables AI agents to complete purchases on behalf of consumers.

ChatGPT Shopping

ChatGPT Shopping is OpenAI's built-in commerce feature that lets consumers discover, compare, and buy products directly inside ChatGPT conversations.

Product Feed Management

Product feed management is the process of creating, optimizing, and distributing structured product data to sales channels like Google, Amazon, and AI agents.

AI Visibility for Commerce

AI visibility for commerce measures how discoverable your products and brand are when consumers ask AI agents for shopping recommendations.

← Read the complete guide: What Is Agentic Commerce?

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