ChatGPT is a chatbot assistant that uses artificial intelligence (AI) to process natural language prompts and respond with human-like content. Developed by OpenAI, it is made to help people faster and more efficiently do different daily tasks, such as writing texts, generating images, researching, solving tech problems, and, of course, shopping.
Despite being rather young, ChatGPT is already becoming a full-fledged e-commerce channel. Consumers use ChatGPT to explore product ideas, discover brands, and even find actual items to purchase, building an entirely new online shopping experience.
In 2025, OpenAI introduced Instant Checkout — a service that lets businesses display and sell their offers directly inside ChatGPT. With this integration, merchants can appear in personalized product recommendations for ChatGPT users, who can then either complete the purchase right within the chat or go to the seller’s website to place an order there.
Co-developed with Stripe and leading merchant partner, ChatGPT’s Instant Checkout is built using the Agentic Commerce Protocol, an open standard designed to make AI-powered commerce secure, scalable, and easy to adopt.
More than 700 million people all over the globe turn to ChatGPT for help each week, many of whom come to it specifically to look for something to buy.
ChatGPT pioneered a new form of online shopping, and selling here now is ideal for testing whether your brand gets good ROI from conversational sales.
With ChatGPT’s newest Shopping Research mode, your products will naturally show up in front of shoppers who are most likely to purchase them from you.
Shopify is a key launch partner of ChatGPT’s Instant Checkout, due to which Shopify stores can easily start selling through ChatGPT with minimal setup.
ChatGPT’s Instant Checkout uses the same payment provider as Shopify, so you can process orders from ChatGPT in Shopify exactly like the default ones.
Thanks to its interactive nature, ChatGPT can become your low-cost marketing expert that seamlessly upsells and cross-sells your products to its users.
You can list any number of items and get discovered on ChatGPT for free, paying a small commission only for the successful sales ChatGPT assists with.
You fully own your fulfillment process, store backend systems, and customer relationships, while ChatGPT just helps you better connect with new buyers.
ChatGPT Instant Checkout is still under development and has limitations. We suggest keeping an eye on OpenAI’s news for updates on new supported regions and product listing types.
Currently, ChatGPT’s in-chat checkout service is only available to Shopify sellers from the US and works solely with single-item purchases. Nevertheless, businesses from all regions can already integrate their offers into ChatGPT search results.
To show products on ChatGPT, partner merchants submit product feeds with their assortment to OpenAI at a mutually agreed location. Creating and maintaining feeds manually is extremely tedious and error-prone, which is why you should consider adding a dedicated feed management app like Mulwi into your workflow.
Our specialists at Mulwi can set up an optimized ChatGPT product feed for your Shopify store free of charge. Simply send us a request, and we’ll configure a custom feed for your catalog in our app and tailor it to your needs. We can even help enhance your product data in the feed, such as titles and descriptions, for better performance on ChatGPT.
Mulwi securely hosts and updates all product feeds by default. This means that after you connect your feed to ChatGPT using Mulwi, our app will automatically give ChatGPT an up-to-date file over encrypted HTTPS every 15 minutes. With this one-time setup, Mulwi will keep your items on ChatGPT both fresh and safe on your behalf.
To start selling on ChatGPT, you must become an OpenAI partner seller by submitting their merchant application form. We recommend filling out this form only when your product feed is ready, so that you can mention this in your application and thus speed up your onboarding. OpenAI’s team will then review your information and get back to you with the next steps.
Stay ahead of the curve with Mulwi. Install our app and begin selling in ChatGPT today, so tomorrow you can be among the first to dominate this booming new shopping channel.
