By Sabrina Escobar

Online shopping is coming to ChatGPT.

On Monday, parent company OpenAI said users are now able to buy items from U.S. Etsy sellers directly on the popular artificial intelligence platform.

Over a million Shopify merchants, including Glossier, Skims, Spanx, and Vuori are coming soon, OpenAI said.

Shopify stock was up 4.9% on the news Monday afternoon, while Etsy jumped 12%.

OpenAI plans to add more merchants to Instant Checkout by open-sourcing the technology that powers the platform's checkout system.

"This marks the next step in agentic commerce, where ChatGPT doesn't just help you find what to buy, it also helps you buy it," OpenAI said Monday.

The process should be seamless for shoppers, the company said. When a user asks a shopping question such as "recommend the best gifts for a runner," ChatGPT will link to relevant products across the web. Products that support Instant Checkout will let users buy directly on the chat.

Merchants pay a small fee on completed purchases, but the service is free for users, OpenAI said, adding that it won't affect consumer prices and that Instant Checkout items won't be preferred in product results.

Write to Sabrina Escobar at sabrina.escobar@barrons.com

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September 29, 2025 14:15 ET (18:15 GMT)

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