OpenAI has unveiled its Instant Checkout feature for ChatGPT, which allows users to purchase items from U.S.-based Etsy sellers directly within chat conversations. This feature is set to expand to over a million Shopify merchants shortly. Users can confirm their orders and payment details without leaving the chat interface, utilizing options like Apple Pay and Google Pay. This development could significantly alter the e-commerce landscape, reducing reliance on traditional search engines and platforms. OpenAI claims that product recommendations are organic and based on relevance, charging merchants a small fee for completed transactions. Additionally, OpenAI plans to open source its Agentic Commerce Protocol, facilitating easier integration for merchants and potentially positioning itself as a key player in AI-driven commerce.