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Imagine asking ChatGPT to find the perfect winter jacket and instantly buying it without leaving the chat. That’s conversational commerce, the seamless blend of AI chat and shopping, and it just got real thanks to Shopify and OpenAI’s Instant Checkout launch on September 29, 2025.
Shopify merchants will be able to sell directly in ChatGPT.
— tobi lutke (@tobi) September 29, 2025
We’ve been working with @OpenAI for quite some time so people can search and buy products in chat, and it’s something we’ve had a hard time keeping quiet.
Rollout is coming very very soon. pic.twitter.com/11GWCy5DOo
What Is Conversational Commerce?
Conversational commerce means shopping through natural language conversations instead of clicking through endless product pages. ChatGPT acts as your personal shopping assistant, understanding your needs (“eco-friendly running shoes under 1 000 SEK”) and showing real-time options you can purchase in one click. No redirects, no extra tabs, just immediate buying power.
Why Shopify + ChatGPT Matters
Shopify’s partnership lets over one million merchants, from indie brands to household names like Glossier and Vuori, sell directly inside ChatGPT. This launch doesn’t rely on paid ads. Products appear based on true relevance, quality, and availability. Users stay in the chat and merchants stay in control of fulfillment, customer data, and brand experience.
For businesses, this is a golden opportunity. With 85% of local companies already using AI and Sweden ranking in the top 5 for European AI adoption, integrating conversational commerce now means riding the wave rather than chasing it later.
How It Works
- User Query: “Find me a waterproof backpack under 800 SEK.”
- ChatGPT Response: Displays curated Shopify listings with images, prices, and Buy Now buttons.
- Instant Purchase: One-click checkout happens right inside ChatGPT, no redirects or payment forms elsewhere.
ChatGPT already helps millions of people find what to buy. Now it can help them buy it too.
— OpenAI (@OpenAI) September 29, 2025
We’re introducing Instant Checkout in ChatGPT with @Etsy and @Shopify, and open-sourcing the Agentic Commerce Protocol that powers it, built with @Stripe, so more merchants and developers… pic.twitter.com/9miGZr1Yn7
Behind the scenes, an open-source Agentic Commerce Protocol handles secure data exchange between ChatGPT, Stripe, and Shopify to ensure seamless transactions.
Benefits for Businesses
- Expanded Reach: Tap into ChatGPT’s 700 million weekly users without extra ad spend.
- Higher Conversions: Fewer clicks and more personalized recommendations boost sales.
- Cost Efficiency: Organic placement in conversational results levels the playing field against big-budget competitors.
- Data Insights: Gain instant feedback on product demand from chat engagement metrics.
Quick Tips for Web Developers & Marketers
Web Developers
- Integrate the Agentic Commerce Protocol to enable ChatGPT purchases
- Structure product data with Schema.org markup so AI easily reads your inventory
- Build real-time pricing and availability feeds for optimal chat recommendations
Digital Marketers
- Embrace Generative Engine Optimization (GEO) by crafting content LLMs cite and summarize directly
- Shift from keyword density to natural-language content that answers user questions
- Optimize product descriptions for conversational queries like “Which hiking boots suit Swedish trails in October?”
Action Steps for Business Owners
- Audit Your Shopify Store: Ensure product titles, descriptions, and tags reflect conversational query patterns
- Apply for ChatGPT Inclusion: Sign up with OpenAI to get your store featured in Instant Checkout
- Partner with Local AI Experts: Collaborate with AI and e-commerce specialists to fine-tune your integration
The Future of Shopping
Conversational commerce is more than a trend; it’s the next frontier in e-commerce. As ChatGPT Instant Checkout expands globally beyond its current U.S. rollout, businesses that prepare now will lead the pack. By blending AI-powered chat with seamless shopping, you’re not just selling products, you’re delivering experiences.
Embrace conversational commerce today and position your brand as the go-to choice in the AI-driven marketplace of tomorrow.
