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OpenAI announced a new shopping feature for ChatGPT, enabling users to purchase items without leaving the chat interface. The feature, called Instant Checkout, launched on October 1, 2025, allowing consumers to buy products directly from ChatGPT discussions, initially featuring Etsy sellers and soon extending to Shopify brands. The service is powered by Stripe and will charge merchants a small fee while remaining free for users.
Currently, users can only purchase one item per transaction through this service. The AI technology aims to create a seamless shopping experience, raising questions about its likely adoption and impact on traditional shopping habits. Notably, in August, ChatGPT accounted for approximately 21% of Walmart’s incoming traffic, indicating its potential influence in the retail landscape.
Concerns have emerged regarding potential negative impacts on established tech giants like Google and Amazon, as AI-driven purchasing could challenge their current business models based on advertising revenue and traditional referral traffic.
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