Imagine chatting with an AI about the best running shoes under £100 – and within moments, it not only suggests the perfect pair, but lets you buy them right there in the chat. No switching apps, no clunky website forms – just a simple “Buy now” button. This isn’t a far-off fantasy; it’s happening now (rolling out in America). OpenAI’s ChatGPT has rolled out a native integration with Shopify (and other platforms) that could radically change how people shop online.

As a team who spends every day helping e-commerce businesses grow, we’re here to break down what this ChatGPT Instant Checkout innovation means, how it works, and how you can stay ahead of the click (and your competition) in this new era of conversational commerce.

What Is “Buy It in ChatGPT” and How Does It Work?

On 29th September 2025, OpenAI introduced a feature called “Buy it in ChatGPT,” essentially turning ChatGPT into a shopping assistant that can handle purchases end-to-end. Here’s how it works:

 

Ask and You Shall Receive: If a user asks ChatGPT a shopping-related question – say, “I need gift ideas for a coffee lover” – ChatGPT will show a curated list of relevant products from across the web. These recommendations are organic , unsponsored (for now) results ranked by relevance to the query, not paid ads. In other words, ChatGPT is acting like a friendly shop assistant, not a salesperson pushing ad listings.

See It, Like It, Buy It: For certain products, ChatGPT now offers an Instant Checkout option. If an item is available through a partnered merchant (initially Etsy sellers, with over a million Shopify merchants coming soon), you’ll see a “Buy” button next to it. Tap that, confirm your shipping and payment details, and you can complete the purchase without ever leaving the chat.

How Payments & Orders Happen: Behind the scenes, ChatGPT isn’t actually selling you the product itself. The order, payment processing, and fulfilment all go through the merchant’s existing systems, like their Shopify store. Think of ChatGPT as your AI personal shopper – it securely passes your order info to the merchant, who then handles it just as if you bought directly from their online store.

Fees and Business Model: For shoppers, this service comes at no extra cost. For merchants, OpenAI charges a small fee per completed sale as a finder’s fee. Importantly, that fee doesn’t influence which products ChatGPT recommends. Every product recommendation remains based on relevance and quality, not on who’s paying to be seen.

As of launch, Instant Checkout started with U.S. Etsy sellers, and Shopify integration is rolling out next. Big-name brands like Glossier, SKIMS, Spanx, and Vuori are among the early testers. Initially you can buy one item at a time in ChatGPT, but support for multi-item carts and more regions (like the UK) is on the roadmap.

To sum up: ChatGPT’s native Shopify integration means customers can discover products through an AI chat, then purchase in the very same interface. It’s shopping condensed into a single, smooth conversation.

The Big Opportunities for E-Commerce Brands

From our perspective, the ChatGPT shopping integration opens some exciting opportunities for online retailers:

New Customer Reach – In the Flow of Conversation: ChatGPT has a massive user base (over 700 million people use it weekly) who turn to it for all sorts of help. Now those users can turn to it for shopping as well. Shopify’s VP of Product, Vanessa Lee, put it perfectly: “People are discovering products in AI conversations, not just through search or ads. This lets our merchants show up naturally in those moments and gives shoppers a way to buy without breaking their flow.” You can reach customers right at the moment they express a need, in a context that feels personal and not salesy. That’s a powerful new channel to engage potential buyers who might never hit your website via a Google search.

 

Frictionless Shopping = Higher Conversions: Online shoppers are notoriously impatient – every extra click or page load is a chance to drop off. ChatGPT’s in-chat checkout removes friction from the buying process. The customer asks a question, sees your product, and can buy it in seconds. By shortening the journey from discovery to purchase, you likely boost conversion rates. One recent study found that 75% of consumers are drawn to AI tools to simplify shopping, with far more citing time savings as the reason than hunting for the absolute lowest price. Convenience is king.

Organic Visibility Based on Merit (Not Ad Spend): Currently, ChatGPT’s product recommendations are unsponsored and based on relevance, not a bidding war. This levels the playing field. If your product truly fits what the user wants, it has a shot to be recommended – even if you’re not a huge brand with a giant ads budget. For smaller or niche e-commerce brands, this could be a chance to get discovered without pouring money into Google Ads.

Better ROI on Marketing Spend: Google Ads clicks have been getting pricier every year. An interesting aspect of ChatGPT’s model is that you as a merchant only pay a fee when you actually make a sale. This is a “safer” and more performance-driven approach to customer acquisition – essentially a commission on a sale – versus paying upfront for ad clicks that may not convert.

Maintaining Control and Customer Relationship: Orders from ChatGPT come through your normal systems; you handle fulfilment, you get the customer’s info, and you “keep full control of your payments, systems, and customer relationships,” as OpenAI’s announcement emphasised. In practical terms, if someone buys your product via ChatGPT, they’re effectively checking out through your Shopify store. You can still follow up with them, include your usual branding in the package, and hopefully turn them into a repeat customer.

Staying Ahead of the Curve: Early adopter brands can get a competitive edge by embracing these tools sooner. At Laser Red we like to say we keep you “ahead of the click,” and this is a prime example: being present in AI-driven conversations could soon be as critical as having good SEO. It’s an opportunity to differentiate your customer experience by making it more interactive and intelligent.

The Possible Drawbacks and Cautions

Like any shiny new tech, ChatGPT shopping comes with its share of “yes, but…” considerations. We’re tech optimists, but also realists. Here are some potential drawbacks to keep in mind:

Less Branded Shopping Experience: When a customer buys through ChatGPT, they’re not browsing your beautifully designed website. They see a product name, an image, a price, maybe a short description, and that’s it. Your brand’s unique look, feel, and storytelling might not come through fully. For brands that rely on rich visuals or carefully crafted content to drive purchases, this is a real consideration.

Competition is Right There: In a ChatGPT response, your product is likely listed alongside others – perhaps even direct competitors. The user can easily compare your price and reviews against others in one view. This transparency means you’ll want to stay sharp on your pricing and product differentiators. If you are competitive, you stand to shine.

Unknown Algorithm, New Optimisation Game: We all learned how to play the Google SEO game over the years. Now along comes AI Optimisation (AIO) – yes, that’s already a term being used for tuning your content so that AI assistants pick up your stuff. We don’t yet know all the ins and outs of how ChatGPT decides which products to show first. A new learning curve begins: businesses will need to ensure their product data (titles, descriptions, metadata) are AI-friendly, accurate, and rich.

Initial Limitations: At launch, this is U.S.-only and limited to certain platforms and single-item purchases. If you’re a UK business, widespread usage might be months away. Don’t expect a flood of ChatGPT-driven orders overnight. Use this time to prepare.

Trust and Personalisation Concerns: A conversational recommendation might lack the nuance of an in-person store associate or the rich detail of product reviews on a website. Some shoppers could be hesitant to trust an AI’s suggestion without doing their own research. ChatGPT can remember what you’ve told it in the conversation, but it doesn’t know your entire purchase history unless you share it.

Reduced Marketing Opportunities: Email capture may not happen unless ChatGPT passes the customer’s email to Shopify as part of the order. Site visits normally trigger pixels and cookies for remarketing on Meta, Google, etc. If a shopper buys entirely within ChatGPT, you might miss the opportunity to track abandoned carts or retarget them later.

We don’t list these caveats to scare anyone off – but to ensure you have a balanced view. The key is to approach ChatGPT commerce as an opportunity to test and learn, whilst keeping fundamental best practices front and centre.

How Should Your E-Commerce Business Respond?

Let’s get practical. If you’re running an online store (especially on Shopify), what steps can you take to make the most of this trend?

 

Stay Informed and Get Involved: Follow the rollout closely. If you’re a Shopify merchant, sign up for early access or updates about the ChatGPT integration. OpenAI has opened an application for merchants who want to participate. In short: don’t sit on the sidelines if this could be relevant for you.

Optimise Your Product Data for AI Discovery: Just like we optimise for Google, we should optimise for ChatGPT. Ensure your product titles, descriptions, and metadata are clear, descriptive, and accurate. Make sure your most important product attributes are present. If you sell “handmade organic soy candles,” those words better be in your description so ChatGPT knows. Don’t block the OpenAI crawler (called OAI-SearchBot). Consider adding common Q&A phrasing to your product FAQ sections. Treat the AI like a super-user: feed it good info and it will represent your products better.

Maintain Your Brand’s Direct Touchpoints: Whilst you embrace ChatGPT as a new front door to customers, don’t neglect your own website and channels. They remain vital for building trust and loyalty. Think of ChatGPT as a way to attract and acquire customers, especially new ones, and then use your website, email, and social media to deepen the relationship. If someone buys via ChatGPT, maybe include a postcard in their package inviting them to join your loyalty programme or follow you on Instagram.

Watch the Metrics and Feedback: This is new territory, so treat it as an experiment. Track any traffic or sales coming from ChatGPT or similar AI sources. Listen for customer feedback: did they mention they found you via ChatGPT? The better you grasp how shoppers are using this channel, the more you can fine-tune your approach.

Prepare Customer Support for AI-Savvy Shoppers: Train your support team on what the ChatGPT checkout process looks like. If a customer says “I bought through ChatGPT,” your team should know that means the order is in Shopify like normal. Little touches like acknowledging “Yes, isn’t that cool? You ordered through ChatGPT – we’re one of the first to offer that!” can reinforce your brand as innovative.

Stay Agile and Open-Minded: This space will evolve quickly. New best practices will emerge. Be ready to pivot and try new things. The brands that win will be those that embrace bold ideas and adapt – whilst keeping their fundamental promise to customers (quality, value, service) rock solid. In Laser Red terms, reliable innovation is the name of the game here.

Conclusion: A Bold New Frontier

The integration of ChatGPT with Shopify – and the ability for consumers to “buy it now” in the middle of a conversation – is a bold leap forward for online retail. It blurs the line between searching and shopping, aiming to make the journey from product discovery to purchase as simple as a friendly chat.

This trend underscores a core lesson: businesses that stay adaptable, innovative, and customer-focused will not only keep up, but get ahead. Yes, conversational AI might become the new storefront window – the place customers first encounter your products – but your brand’s promise and reputation are still the reason they’ll click “Buy” and come back for more. It’s our job to make sure that whether a customer meets us in a chat box, on a website, or in a store, they get an experience that’s seamless, trustworthy, and maybe even a little bit delightful.

At Laser Red, we’ve always championed dependable innovation – the kind that helps you spot opportunities before your competitors do and act on them in a way that’s smart and sustainable. ChatGPT’s foray into e-commerce is one of those opportunities. It’s new, it’s exciting, and it’s worth your attention. By taking a balanced approach – embracing the benefits, addressing the challenges head-on, and never losing sight of the real-business metrics – you can make this technology work for you.

In the end, it comes down to serving customers on their terms. Some will want the ultra-convenience of “buying it in chat” when inspiration strikes. Others will still enjoy scrolling through a visual gallery on your site. The beauty of this evolution is you don’t have to choose one or the other. You can be there wherever the conversation is happening – and keep that conversation going all the way to a happy customer.

Is ChatGPT the future of e-commerce? It’s certainly a future of e-commerce, and it’s unfolding right now. Try it, test it, learn from it. We’ll be doing the same, right alongside you, ensuring that no matter how your customers choose to shop, you’re always ahead of the click.