OpenAI has introduced a Buy it in ChatGPT feature that allows users to search for and purchase products directly within ChatGPT conversations. This development follows Google's recent launch of the Agent Payments Protocol (AP2), underscoring both companies' focus on positioning AI agents as key players in e-commerce. The feature reflects a growing effort to integrate shopping seamlessly into AI platforms, potentially reshaping traditional online retail channels.
With over 700 million weekly users, ChatGPT is increasingly used for diverse daily tasks, including shopping. Through the new functionality, users can complete the entire purchase process—from product discovery to payment—within ChatGPT's interface. Built on the open Agentic Commerce Protocol, the service enables collaboration between AI agents, users, and sellers, integrating with Stripe's payment system. OpenAI has open-sourced the protocol, encouraging adoption by merchants and developers.
Currently available to US-based ChatGPT Plus, Pro, and free-tier users, the feature supports direct purchases from Etsy sellers during conversations. OpenAI expects to onboard over one million Shopify merchants soon. Merchants pay a commission fee on sales, but buyers incur no extra charges. The company emphasizes that user consent and control remain central, requiring users to confirm all purchases. Payment is processed securely with minimal data shared with merchants: only what is necessary to fulfill orders, and with explicit user permission.
Implications of AI-powered shopping within ChatGPT
As ChatGPT begins to function as a shopping channel, concerns emerge about how this may affect information ranking and potential biases. OpenAI insists that product rankings prioritize relevance rather than merchant participation in its payment system. When multiple sellers offer the same item, factors like inventory levels, price, seller quality, seller status, and Instant Checkout compatibility influence placement.
William Gaybrick, President of Technology and Business at payment service provider Stripe, highlighted the company's role in building infrastructure for the emerging AI economy. He expressed optimism about collaborating with OpenAI on the Agentic Commerce Protocol to enable new commerce experiences worldwide.
Google's Agent Payments Protocol aims to be a payment-neutral, open framework that supports secure transactions among users, merchants, and payment providers via AI agents. Its ecosystem includes more than 60 partners spanning multinational financial institutions and technology firms across the US, Japan, and China. While Google leads in partnership volume, OpenAI's ChatGPT currently enjoys a substantially larger active user base than Google's AI offering, Gemini.
As AI companies accelerate efforts to embed shopping into their platforms, the success of these initiatives will depend on effective system integration, the intuitiveness of user experience, and robust data privacy safeguards amid mounting cybersecurity risks. The evolving dynamics of AI-powered commerce underscore a competitive and rapidly shifting environment for both developers and consumers.
Article edited by Jack Wu
