ChatGPT Just Entered the E-Commerce Game - Here’s What Marketers Need to Know

OpenAI is taking a bold step into e-commerce with Instant Checkout, a new feature that allows users to buy products directly inside ChatGPT. Starting with Etsy sellers and soon expanding to Shopify brands like Glossier and SKIMS, this feature removes friction from the shopping experience: no redirects, no extra clicks. You ask, you buy - all within one conversation.

For now, Instant Checkout is only available in the U.S., but it signals a major shift in how consumers shop. The traditional path: search, browse, and checkout, is evolving into something far more conversational: from scrolling to suggested purchase, from discovery to decision within a single chat.

AI is now shaping the entire customer journey:

Personalized discovery: tailored recommendations based on conversation context;

Chat-based engagement: the interface itself becomes the store;

Instant checkout: seamless purchasing without leaving the chat;

For marketers, this isn’t just a new trend. It’s a complete rethink of how people decide, interact, and buy. Brands that adapt early can leverage AI-powered conversations to influence decisions faster, create more personalized experiences, and reduce friction at every step of the purchase journey.

The question now isn’t whether AI will impact e-commerce, it’s how quickly your brand can make it part of the strategy.

Book a free consultation with Rivvhub today and start transforming your customer journey with AI-powered marketing.