ChatGPT Enhances Online Shopping, Drops Instant Checkout

A Major Update for ChatGPT

In an announcement made on March 24, 2026, OpenAI revealed significant changes to the shopping experience offered by ChatGPT. The company aims to make this experience not only more intuitive but also more visual for its users. At the same time, OpenAI has decided to remove the Instant Checkout feature, introduced last September, which allowed users to add items to their cart directly from the ChatGPT interface. This decision potentially impacts the 900 million weekly users of the platform.

Towards a More Visual Shopping Experience

The update, currently being rolled out on the web version of ChatGPT, will soon be available on iOS and Android apps. It aims to simplify the comparison between different products. OpenAI explains that products will now be displayed side by side, accompanied by essential information such as price, reviews, and features, allowing for a quick evaluation of available options.

Users will also have the option to upload images to find similar items and refine results as the conversation progresses, until they find the option that suits them best. This approach transforms the shopping process, often perceived as fragmented and time-consuming, into a smooth and integrated experience. For retailers, this means attracting customers with a stronger intent to purchase.

The Agentic Commerce Protocol at the Heart of Innovation

To support these improvements, OpenAI has expanded the Agentic Commerce Protocol (ACP), which serves as a link between merchants and users throughout the product discovery phase. This open-source protocol, developed in collaboration with Stripe, allows merchants to directly share their product feeds and promotions within ChatGPT, using their existing systems or providers like Salesforce and Stripe.

Major brands such as Target, Sephora, Nordstrom, Lowe’s, Best Buy, The Home Depot, and Wayfair have already adopted this protocol, according to OpenAI. For merchants using Shopify, product data is automatically integrated into ChatGPT via Shopify Catalog, allowing for a more accurate and comprehensive presentation of products during user interactions, without requiring additional action on their part.

The Discontinuation of the Instant Checkout Feature

OpenAI also confirmed to TechCrunch that it is deprioritizing the development of the Instant Checkout feature, introduced in September 2025. This feature allowed users to add products to a cart directly from ChatGPT. OpenAI acknowledged that the initial version of this feature did not meet expectations in terms of flexibility. The company now prefers that merchants utilize their own payment systems while focusing on improving product discovery.

Merchants interested in deeper integrations and native experiences within ChatGPT still have the option to develop their own applications for the platform. Walmart, for example, has chosen to create a customized environment within the app.

OpenAI emphasizes that, as with other aspects of ChatGPT, the approach is iterative. The company learns from initial launches, incorporates feedback from users and merchants, and continues to enhance the experience over time.