Write a text, generate an image, plan an itinerary for your next trip… ChatGPT’s features are countless, but now it can also shop for you. OpenAI has just launched Instant Checkout, a new feature that allows users to purchase a product directly within ChatGPT, without visiting a website or marketplace. Currently limited to the United States, this (r)evolution could deeply reshape the buying journey and redefine brand visibility.
What is Instant Checkout?
With Instant Checkout, OpenAI is paving the way for agentic commerce. A model where autonomous AI agents handle end-to-end purchases on behalf of consumers.
Today, this ChatGPT feature integrates shopping directly into the conversation. For example, a user might ask: “Suggest some home decor items for my living room under 40 euros.” The AI will then display the most relevant results, and the user simply clicks “Buy.” After verifying payment and delivery details, the purchase is completed directly within the chat interface.
What will this change for consumers?
No more multi-step checkout funnels, ChatGPT becomes a full-fledged point of sale. For consumers, this means: a smoother shopping experience (everything happens in just a few clicks on the same channel) and a personalized journey with AI recommending products tailored to the user’s profile and needs. But while the experience becomes simpler, it also introduces new demands for brands.
Product data: the cornerstone of agentic commerce
In this new model, the quality of product data (price, visuals, description, availability, attributes…) is absolutely critical. The data must be perfectly structured and contextualized to be effectively processed by AI algorithms. Otherwise, the risk is clear: the product may become invisible in ChatGPT’s results.
Storytelling, advertising, and SEO are no longer enough. Performance now depends on semantic precision, consistency, and completeness of product listings.
In AI-driven commerce, the product page becomes a language, a true relational asset. It’s no longer just a storefront, but the only way to exist in the conversational agent’s response.
Structure, control, and leverage your Product Data
With conversational agents entering the retail equation, brands must ensure the reliability, consistency, and distribution of their product data across all channels. Equadis’ PIM and DSA solutions help meet these goals through innovative and complementary features:
- Structuring and enriching product data so it can be fully understood and leveraged by conversational agents
- Ensuring consistency and reliability of key information (price, attributes, availability, visuals) to prevent misinterpretation or exclusion by AI
- Adapting product content to different targets, formats, and requirements across digital channels, marketplaces, and conversational environments
- Continuously detecting and suggesting corrections for errors to maximize the chances of a product being recommended or offered by a conversational agent
Equadis helps you turn your product data into a performance driver. Contact our team today:
