Agentic Commerce Is Here
As we look for new growth opportunities I’m intrigued by the news coming out of the US, which is sure to hit the UK and EU very soon. AI-driven shopping is no longer a concept – it’s here. With OpenAI’s new Instant Checkout feature, brands can now sell products directly inside ChatGPT.
For e-ommerce and marketplace sellers, this isn’t just another sales channel. It’s the start of agentic commerce – where AI helps customers discover, decide, and buy, all within one conversation.
1. What It Means for Brands
Over 700M people use ChatGPT weekly – and now, many of them will be able to shop without leaving chat.
Customers can:
- Ask for product recommendations (“best yoga mats under £50”)
- View organic, unsponsored results
- Tap Buy, confirm details, and check out instantly
For brands, this means discovery, conversion, and purchase now happen in one seamless journey.
2. Who Can Join
The rollout starts with U.S. Etsy sellers and will expand to Shopify merchants (like Glossier, SKIMS, Spanx, Vuori) and other eCommerce platforms soon.
If you sell through Shopify or Stripe, integration will be straightforward – it can be activated in as little as one line of code.
3. How to Enable Instant Checkout
Step 1: Visit agenticcommerce.dev and review the open-source Agentic Commerce Protocol documentation.
Step 2: Apply for access via chatgpt.com.
Step 3: Connect your store:
- If you use Stripe, enable Agentic Payments directly.
- If you use another processor, you can still connect via Stripe’s Shared Payment Token API or the Delegated Payments Spec.
ChatGPT securely passes customer and order data to your backend – you stay the merchant of record.
4. Why It Matters
This is the next evolution of direct-to-consumer commerce – powered by AI.
ChatGPT acts like a digital personal shopper, connecting customer intent with your products.
Benefits include:
✅ Frictionless conversion – one-click checkout in chat
✅ Organic visibility – recommendations ranked on relevance, not spend
✅ Merchant control – you handle fulfilment, returns, and customer support
✅ Trust & security – payments encrypted and user-controlled
5. How to Optimise for AI Commerce
Success won’t come from plugging in a feed and waiting. It’ll come from optimising your store and data for conversational search.
Here’s how:
a.Get Product Data Right
Ensure every SKU has:
- Clear, structured titles and descriptions
- Accurate specs and attributes (size, price, materials)
- Compelling imagery and copy
ChatGPT ranks products based on relevance, not bids — so clarity is key.
b. Simplify the Path to Purchase
Ensure your backend handles:
- Fast fulfilment and transparent shipping
- Simple return flows
- Consistent pricing across channels
c. Optimise for Intent-Based Queries
People don’t type “blue Nike trainers” into ChatGPT — they ask:
“What are the best running shoes for flat feet?”
Optimise your product copy to answer those kinds of questions.
d. Build Trust Signals
Highlight:
- Customer reviews
- Ethical sourcing
- Sustainability credentials
These signals help ChatGPT understand quality and authenticity.
6. Beyond Instant Checkout: The Bigger Picture
The Agentic Commerce Protocol isn’t just for ChatGPT — it’s an open standard designed for any AI platform to facilitate secure transactions.
That means this isn’t a one-off.
This is the foundation for how AI agents, users, and businesses will interact across platforms.
In the near future, shoppers won’t just browse websites — they’ll ask their AI assistant:
“Find me a skincare routine under £100 from sustainable brands.”
And if your products are integrated, you’ll be right there in the conversation.
7. Your Takeaway
AI commerce isn’t coming – it’s here.
And brands that move first will win the visibility, data, and conversion advantages that come with being early adopters.
If you’re a Shopify, Stripe, or Marketplace brand, now’s the time to:
- Explore the Agentic Commerce Protocol
- Audit your product data for clarity and structure
- Start planning how to integrate conversational selling into your marketing strategy
Because in this new world, customers won’t find you through ads – they’ll find you through AI.
