Earlier in March, Ehandel.se reported that OpenAI backed away from the plans to allow users to complete purchases directly in ChatGPT via the "Instant Checkout" feature. The reason included technical obstacles, complexity surrounding tax management, and the fact that consumers preferred traditional checkout pages.
Now, the updated shopping experience is being launched, built on the Agentic Commerce Protocol (ACP) framework. The model separates product discovery from transaction and closely resembles Google's equivalent, the Universal Commerce Protocol.
Visual Search and Comparison
In the new update, users can search for products by describing what they are looking for, specifying a budget, or uploading inspirational images. The results are presented visually side by side, complete with price, reviews, and product features to facilitate comparisons.
OpenAI explains the change in strategy with a need for adaptability for e-retailers:
We discovered that the first version of Instant Checkout didn't offer the level of flexibility we're striving for, so we're letting merchants use their own checkout experiences while we focus our efforts on product discovery, writes OpenAI.
Integrations with Major Retailers
Through ACP, e-retailers can share their product feeds directly with OpenAI. Players such as Target, Sephora, Nordstrom, Lowe’s, and Best Buy are already connected.
For merchants using Shopify, product data is already integrated into ChatGPT via Shopify Catalog, meaning no additional technical work is required. Simultaneously, the platform is also rolling out the "Agentic Plan" service to further highlight products in AI tools such as ChatGPT and Google Gemini.
When customers are looking for products, the Shopify catalog offers the most relevant options from the brands customers love. They can complete their purchases in the seller's web store via a built-in browser in the app, so everything goes smoothly and with the brand in focus. This is AI-shopping at scale, says Mani Fazeli, Product Manager at Shopify.
Customized Apps for Merchants
Companies wishing for deeper integration also have the opportunity to build their own, dedicated apps inside ChatGPT. An example of this is Walmart, which is now introducing an environment where account linking, loyalty programs, and the company's own payment solutions are supported.
With today’s launch, Walmart is taking the step directly into the ChatGPT experience, where leading conversational AI is combined with the decades of retail expertise we’ve built through our work with customers, says Daniel Danker, Vice President of AI Acceleration, Product and Design at Walmart.
The new shopping experience is rolling out to ChatGPT's free, Go, Plus, and Pro users throughout the week, with more user groups to follow.