As AI becomes an increasingly trusted shopping companion, more consumers are turning to ChatGPT for product recommendations. But wouldn't it be nice if you could skip the extra clicks and make a purchase without ever leaving the page?
Well, that’s exactly what’s on the horizon! Thanks to new partnerships with major e-commerce retailers like Walmart, Shopify, and Etsy, Instant Checkout within ChatGPT is set to transform how consumers discover and shop for products.
Which eCommerce Platforms & Retailers Have Partnered with OpenAI/ChatGPT?
Etsy was ahead of the game as they were the first to join OpenAI’s Instant Checkout feature, with some listings already available for purchase directly with ChatGPT. According to Etsy. “As a company that stands for keeping commerce human, Etsy has an important role to play in preserving humanity in the ecommerce experience amidst rapid AI innovation.”
Shopify quickly followed and is set to open the door for over one million Shopify merchants, including major brands like Skims. Most recently, Walmart has become the first major retailer to bridge every layer of commerce, brick-and-mortar, online shopping, and now, conversational, AI-guided shopping with instant checkout.
Why Did Walmart and Shopify Partner with OpenAI/ChatGPT (and Why Hasn’t Amazon?)
According to Walmart CEO Doug McMillon, this partnership marks the start of “a native AI experience that’s multi-media, personalized, and contextual.” And Sam Altman, CEO of OpenAI, echoed this sentiment: “We’re excited to partner with Walmart to make everyday purchases a little simpler. It’s just one way AI will help people every day under our work together.”
On the Shopify side, Vanessa Lee, VP of Product, stated “Shopping is changing fast. People are discovering products in AI conversations, not just through search or ads”. She goes on to say, “We’re making sure our merchants thrive in the era of agentic commerce … we’re helping everyone from indie brands to household names reach shoppers in entirely new ways.”
Through all the movement happening around Instant Checkout with ChatGPT, one might reasonably ask, “Where is Amazon?”. So far, there has been no announcement of a partnership with Amazon and OpenAI. After the drama unfolded with Perplexity last week, we can assume that Amazon is not interested in external AI platforms making direct purchases through their platform.
It appears that Amazon has strategically decided not to partner with OpenAI and other AI platforms. At the end of the day, Amazon is still the largest search engine and online store, with over 50% of shoppers starting their product search on Amazon. Plus, Amazon’s native AI, Rufus, was recently credited with an extra $10 billion in sales. Why rely on external platforms when you’re building your own AI initiatives?
How the ChatGPT Instant Checkout Feature Works:
So, how exactly will the instant checkout feature on ChatGPT work? It will involve starting a conversation with the AI chatbot, requesting recommendations for the product you’re interested in purchasing. From there, ChatGPT will showcase its recommendations with product details to compare options.
Click on the product you’re interested in, and on the right side of the page, a “Buy” button will appear. Once you hit the buy button, you will be prompted to add a payment method and checkout directly within ChatGPT.
If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.
Julia Asburry is the Senior Marketplace Support Analyst at Blue Wheel, where she plays a vital role in enhancing Account Health and Customer Service management. Her work empowers our clients to not just sustain, but truly thrive in the eCommerce landscape. With over half a decade of diverse experience in the industry, she wears many hats within the organization, bringing a wealth of expertise that propels us forward and helps set us apart.
.png)
.png)
