Key Takeaways

  • OpenAI’s Instant Checkout allows shoppers to buy directly inside ChatGPT, transforming chat from discovery into a conversion channel.
  • Powered by the Agentic Commerce Protocol (ACP) — an open standard connecting AI agents, merchants, and payment systems — this feature marks a major shift toward AI-driven commerce.
  • Merchants on Etsy are live now, with Shopify integration coming soon. Others can join by building a product feed and enabling Stripe-based ACP checkout.
  • CMOs must pivot from keyword-based SEO to structured data optimization, ensuring every product attribute is complete, accurate, and AI-readable.
  • ACP alters attribution and cost structures — marketers pay only when a sale completes, not for clicks or impressions.

What Is OpenAI’s Instant Checkout?

OpenAI has introduced Instant Checkout, a new way for users to make purchases directly inside ChatGPT. Instead of sending shoppers to third-party websites, ChatGPT can now display, recommend, and complete transactions — all in one flow.

This is powered by the Agentic Commerce Protocol (ACP) — an open, interoperable framework that connects AI agents with merchant databases and payment systems like Stripe. ACP allows AI models to interact securely with real-world product catalogs, check inventory, process payments, and confirm orders — all while maintaining compliance and privacy.

The system is live with Etsy, with Shopify support on the way. Other eCommerce platforms will likely join soon, enabling a consistent standard for AI-driven retail.

Why This Matters for eCommerce CMOs

Instant Checkout doesn’t just change how people shop — it redefines what “search” means in the eCommerce context.

Until now, chat interfaces were primarily discovery touchpoints. A user might ask ChatGPT for product ideas, then click through to buy elsewhere. With ACP, the entire buyer journey — from discovery to decision to purchase — happens inside the chat.

That shift carries massive implications for attribution, data strategy, and marketing spend.

1. A New Attribution Model

Every transaction completed within ChatGPT can now be directly attributed to the conversational touchpoint. This clean attribution solves a long-standing marketing problem: the messy, multi-touch web journey.

For CMOs, this means clearer performance data and a more measurable return on investment from AI-driven channels.

2. From Keywords to Structured Data

Traditional eCommerce SEO relies on keyword-rich titles and optimized meta descriptions. ACP changes the game.

ChatGPT doesn’t rank products based on keyword density; it matches user intent against structured data fields like:

  • [product_category]
  • [price]
  • [delivery_estimate]
  • [material]
  • [reviews_count]

That means the most complete and precise product data — not the catchiest copy — determines visibility.

Imagine a user asking:

“I need waterproof trail running shoes with good cushion for under £150 that will arrive by Friday.”

ACP doesn’t search the web. It parses product feeds to find matches based on material, cushioning, delivery time, and price. If your catalog lacks those fields, you simply won’t appear — no matter how strong your brand is.

The Strategic Shift: Data Over Design

In this new landscape, product data is the new SEO.
CMOs and product teams must treat every attribute as a competitive lever.

Action Steps for CMOs:

  1. Audit Your Product Feeds: Identify missing or incomplete fields.
  2. Maximize Field Completion: Every attribute is another entry point into ChatGPT’s matching system.
  3. Enrich Descriptions: Use the 5,000-character limit to include context, materials, sizing, use cases, and care instructions.
  4. Integrate Reviews and Fulfillment Data: Include return policies, delivery speed, and stock status.
  5. Build a Data Moat: The brands that own the most comprehensive and accurate datasets will dominate AI-driven commerce.

How ACP Changes Acquisition Economics

One of the most disruptive aspects of ACP is how it reshapes marketing economics.

Unlike ad-based models, where merchants pay for clicks or impressions, ACP transactions incur a small fee only when a purchase completes. This dramatically improves acquisition cost efficiency and incentivizes brands to focus on conversion quality, not click volume.

In other words, intent capture happens at the point of conversation, eliminating waste from paid traffic and retargeting cycles.

Avoiding the Common Pitfall: Don’t Treat ACP Like Google Shopping

Many teams will instinctively try to map their Google Shopping feeds into ACP. That’s a mistake.

ACP isn’t a search index; it’s a conversational data layer. There are no “custom labels” or keyword match types — only structured information fields that ChatGPT interprets through AI reasoning.

Winning in this environment requires semantic completeness, not keyword optimization.

The Emerging Competitive Advantage

Most brands won’t adapt fast enough. Many will leave optional fields blank, treat descriptions as afterthoughts, or fail to unify data across systems.

This creates opportunity for the few that do.
A complete, structured feed becomes an informational moat — a durable competitive edge in AI-driven marketplaces.

Brands that invest in data integrity will own the conversation layer of commerce, just as early adopters of SEO dominated organic search in the 2000s.

Did You Know?

According to OpenAI’s internal projections, ACP-based transactions could represent 5–10% of conversational commerce volume by 2026. This growth will outpace traditional ad-driven conversions due to lower friction and higher intent capture.

The Future of AI eCommerce

The Agentic Commerce Protocol marks the start of a new era — agentic commerce, where buying decisions happen within conversational interfaces, guided by AI understanding and real-time data.

For eCommerce leaders, this is not just another integration — it’s a structural change in how online retail operates.

Search is becoming conversion.
Chat is becoming checkout.
And the brands that master structured data today will define tomorrow’s AI marketplaces.

FAQs

What is ACP?

The Agentic Commerce Protocol (ACP) is an open standard that allows AI systems to securely connect with merchant data, process payments, and complete transactions.

How do I enable ACP for my store?

If you’re on Etsy or Shopify, you’re automatically enrolled. Other merchants can join by creating a structured product feed, enabling Stripe checkout, and submitting the ACP form to OpenAI.

How is ACP different from Google Shopping?

ACP doesn’t rely on keyword-based search. It uses structured data fields to match user intent in real time, functioning more like a conversational database.

How will ACP affect marketing costs?

You pay only when a sale completes — not per click. This may significantly reduce acquisition costs and improve attribution accuracy.

What’s the biggest opportunity for brands?

Complete, accurate, and enriched product data. Brands that fully populate their fields will dominate ChatGPT’s commerce layer.

References

  • OpenAI. Introducing Instant Checkout and the Agentic Commerce Protocol, 2025.
  • Stripe Developer Blog, Building Secure Transactions for AI Agents, 2025.
  • eMarketer. Conversational Commerce Trends 2025: From Chat to Checkout, Oct 2025.
  • Shopify Developer Docs, ACP Integration Guide, 2025.