SAN FRANCISCO, California: OpenAI unveiled a new feature that lets ChatGPT users buy products directly inside conversations, marking its most significant push yet into e-commerce through partnerships with Etsy and Shopify.

The new Instant Checkout tool allows single-item purchases without leaving the chat window. U.S.-based users — both free and paid tiers of ChatGPT — can now purchase items from Etsy sellers, with Shopify merchants set to follow soon. Brands such as Glossier, SKIMS, Spanx, and Vuori are expected to be among those available.

Merchants will pay a fee to OpenAI on completed sales, though the company said customer prices will remain unchanged. There will be no additional charges for ChatGPT users. In the coming months, OpenAI plans to expand the service to multi-item carts, more merchants, and international regions.

The launch provides OpenAI with a new revenue stream beyond its subscription business while giving e-commerce platforms another way to reach customers at a time when AI-powered shopping assistants are rapidly gaining ground. Following the announcement, shares of Etsy jumped 7.3 percent, and Shopify's U.S.-listed stock rose 4.5 percent.

"Shopify merchants will be able to sell directly through ChatGPT conversations — no links or redirects, just seamless commerce," Shopify said on its website.

Etsy's chief product and technology officer, Rafe Colburn, called the development a "meaningful opportunity" to pair AI with product discovery. He added that Etsy is working with a technology partner, not named in the announcement, to integrate AI-powered recommendations into its mobile shopping experience.

The Instant Checkout feature is powered by payments provider Stripe, which co-developed the open-source protocol for agentic commerce. OpenAI said it intends to share the framework with other platforms to encourage broader adoption.