Shopify Merchants Begin Direct Selling in ChatGPT App with Instant Checkout Rollout

Shopify merchants, including prominent brands Glossier, SPANX, and SKIMS, have commenced direct selling capabilities within the ChatGPT application, marking a significant advancement in conversational commerce. The integration allows customers to purchase products directly through the AI chatbot without leaving the chat interface, utilizing a feature known as Instant Checkout. This development was announced by Shopify President Harley Finkelstein, who stated, "selling in @ChatGPTapp is now live!"

The new functionality is powered by the Agentic Commerce Protocol, co-developed by OpenAI and Stripe, designed to streamline the purchasing process within AI environments. Initially, the Instant Checkout supports single-item purchases, with plans for multi-item carts and broader merchant and regional expansion in the future. This initiative aims to transform how consumers discover and acquire products online, offering a seamless "chat-to-checkout" experience.

OpenAI first unveiled its shopping feature in April 2025, with merchant sign-ups for Shopify becoming available in September 2025. While Etsy sellers gained in-chat checkout capabilities in October 2025, the rollout for Shopify merchants, including the high-profile brands mentioned, signifies a major step forward. Shopify emphasizes that merchants retain full control over payments, fulfillment, and customer relationships, with orders processed through their existing systems.

The integration positions Shopify at the forefront of AI-driven commerce, enabling its vast network of merchants to tap into ChatGPT's extensive user base. According to OpenAI, over 700 million people use ChatGPT weekly, presenting a new channel for product discovery and sales. Harley Finkelstein highlighted the early adopters, noting that Glossier, SPANX, and SKIMS are among the first, with "more rolling out very very soon!"

This strategic move underscores a broader industry trend towards AI-powered shopping, where AI assistants act as personal shoppers. Merchants are encouraged to optimize product data for AI discoverability and prepare for this evolving landscape. The Agentic Commerce Protocol is an open standard, inviting more developers and businesses to build integrations and further expand the reach of AI-enabled direct purchasing.