OpenAI and Stripe just launched Instant Checkout, letting people buy products directly inside a ChatGPT conversation starting with merchant partners like Etsy, with Shopify coming soon. It sounds like it could be a big change for shopping online. But is it really?
We’ve heard clients say to us: “We’re already seeing inbound traffic from ChatGPT. If customers can buy without ever visiting our site, how should we be preparing?” Here’s our take.
TL;DR
- ChatGPT Instant Checkout works best for simple, low-risk impulse purchases (for now)
- Google tried this for 8 years with Buy on Google and discontinued it in 2023
- 39% of people have used generative AI tools to research and shop online, with 53% planning to do so this year
- What matters most is showing up in the AI research responses to new customers
How It Actually Works. Let's Look for Marionettes.
I asked ChatGPT to find me marionette gifts (it just popped into my mind) on Etsy, and within seconds I had options: a small witch, a large devil, and a few other genuinely unsettling choices (mercifully, no clowns). One non-threateing example caught my eye, a made-to-order Peter Rabbit puppet. It appeared in a pop-up modal on the right side of my browser, with an image, description, and a black BUY button.
I didn’t complete the purchase, but I got far enough to see how frictionless it is. No tabs, no browsing the actual Etsy page (which in this current state could arguably have been just as convenient). Just chat, choose, buy.
I asked myself whether I would actually buy a product this way. Or would I do what I always do with search results, click through to see more photos, read full reviews, check the seller’s other items, understand their return policy?
OpenAI says the products that ChatGPT recommends happen organically, and they charge the merchant a small feea on each purchase through Instant Checkout.
Why This Probably Won't Transform Shopping
Consumer behavior is still evolving. Adobe’s survey of 5,000 U.S. consumers found that 39% have used generative AI tools to research and shop online, with 53% planning to do so this year. Will it continue to evolve to include AI-assisted purchases too?
Consumer comfort with new checkout experiences matters. While people are increasingly open to AI recommendations, actually completing a purchase in a chat interface, without seeing full product pages, detailed reviews, or familiar checkout flows, is a different behavioral shift. Early data shows only 20% of consumers say they’re very comfortable with AI-assisted transactions, which suggests that most shoppers still prefer a traditional ecommerce path from discovery to purchase.
The adoption curve is still early. While interest in AI shopping tools is growing, actual usage of a conversational AI assistant for buying is still in early stages. Most online shoppers are still getting comfortable with the idea of AI-assisted shopping experiences.
Meanwhile, AI-driven traffic to retail sites jumped 12x between July 2024 and February 2025. AI in the shopping journey is a real thing, but it’s about AI-assisted discovery driving shoppers to websites, not replacing those sites completely.
The Real Opportunity: AI-Powered Discovery
The shift isn’t about in-chat purchasing (yet). It’s about AI-powered discovery replacing Google search as the starting point. So, what can online merchants do to prepare?
Make sure you show up in AI recommendations. When someone asks ChatGPT (or other AI assustants) for product suggestions in your category, do you appear? The product descriptions, specs, and information you publish online need to make sense to AI assistants, not just search engines.
Understand where your traffic is coming from. AI referral traffic is growing fast. Track whether ChatGPT or other AI tools are driving visitors to your site, and whether those visitors are purchasing differently than those coming from Google search.
Don’t lose sight of your actual competitive advantage. Your website experience, customer reviews, detailed product information, return policies, customer service, these are what are turning browsers into buyers. ChatGPT can’t replicate that. Keep investing in what actually drives the final sales.
How We Help Companies Navigate AI's Impact
When clients ask “what should we do about AI and ecommerce?” our answer is don’t panic, prepare.
We help companies look at how AI is actually changing their business, not just the hype, but real changes in customer behavior, workflow efficiency, and the competitive landscape. Then we work with teams across product, marketing, sales, and operations to build practical strategies for an AI-augmented future of work.
The goal isn’t chasing every new platform feature. It’s understanding which changes matter and preparing your team to adapt when they do.
References:
Randy Matheson
Randy Matheson is an innovation strategist with a 25+ year proven track record of turning ideas into digital products. He specializes in working with Generative AI for content creation and using cutting-edge AI tools to create and interact with virtual audiences. He operates out Hamilton, Ontario where he resides with his partner and two large dogs.