OpenAI has launched Instant Checkout for ChatGPT users, allowing direct in-platform purchases from Etsy and soon Shopify, signaling a major move into ecommerce that could challenge giants like Amazon and Google. Here's what you need to know:
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OpenAI now lets U.S. users buy products directly within ChatGPT from Etsy and soon 1M+ Shopify merchants like Skims, Glossier, Vuori, and Spanx, with multi-item carts on the roadmap.
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The new feature is powered by the Agentic Commerce Protocol, developed with Stripe and other partners. OpenAI has also open-sourced the protocol, letting merchants build and apply to sell via ChatGPT.
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While merchants pay a transaction fee, ChatGPT users do not incur extra charges, and items aren’t favored in results solely for enabling Instant Checkout, as ranking also depends on quality and price.
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Emarketer’s Zak Stambor says this is OpenAI’s “first big step into commerce,” predicting it could rival Amazon and Google if OpenAI perfects the checkout experience for its hundreds of millions of users.
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Target VP Ranjeet Bhosale emphasized that GEO (Generative Engine Optimization) is the future of SEO, as consumers now expect AI-driven, multi-item suggestions. For example, a search for a summer party would come up with party supplies, grilled meat, and even sunscreen, not just one product per search.
Analyzing the Brands Soon Adopting ChatGPT’s New Shopping Feature
We used Charm data to analyze the brands that will soon be adopting ChatGPT's new shopping feature.
In addition to sharing their demographics and fastest-growing channels, we measured their growth by the Charm Growth Score. This multidimensional metric measures the growth of the brand across website traffic, social media followers, and more. It can be used as a percentile to show that the brand is growing X% faster than the other brands in their product category. The Charm Success Score similarly measures these brands by success based on their total website traffic, social followers, and more.
Vuori Clothing
Charm Growth Score: 81.44
Charm Success Score: 99.62
Fastest-Growing Channel: Facebook
Audience Demographic Skew: Male, age 25-34
Vuori creates versatile performance clothing that blends comfort, function, and modern style for active everyday wear.
Glossier
Charm Growth Score: 78.62
Charm Success Score: 89.86
Fastest-Growing Channel: Facebook
Audience Demographic Skew: Female, age 25-34
Glossier offers modern makeup and skincare essentials inspired by real people and their everyday routines.
SKIMS
Charm Growth Score: 78.33
Charm Success Score: 89.92
Fastest-Growing Channel: Facebook
Audience Demographic Skew: Female, age 25-34
SKIMS is a solutions oriented brand creating the next generation of underwear, loungewear and shapewear.
Want more ecommerce insights like these to build a pipeline of qualified ecommerce brands and contacts? Request a demo with Charm today.
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