You can now buy things inside ChatGPT — how agentic checkout works

For years, an AI assistant could recommend a product but not buy it — you still had to leave the chat and check out yourself. With Instant Checkout, OpenAI lets people buy directly inside ChatGPT.

It runs on the Agentic Commerce Protocol (ACP), an open standard OpenAI co-developed with Stripe and released for any merchant or AI platform to adopt. ChatGPT acts as your agent — passing information between you and the merchant and presenting the order — but you approve the purchase, and the merchant still processes the payment and fulfills it. Etsy sellers were first, with more than a million Shopify merchants (brands like Glossier, SKIMS, and Vuori) following.

The shift is real: the assistant now reaches the checkout. The open question is whose interests it serves once it gets there — merchants pay a fee on these sales, so it matters whether the agent ranks on your needs or a payout. That is the lens OwnWise brings to agentic shopping: a buy-side advocate that helps you choose well, then stands by you on cost, coverage, and claims after the order.