OpenAI continues its Agentic Commerce assault on Amazon with new partnerships
If ChatGPT is your interface for everything including shopping, and retail apps are embedded within ChatGPT, then isn't OpenAI the new Amazon?
Key takeaways
- Merchants will have to pay a fee on completed purchases to OpenAI, and it doesn't affect their prices, and there will be no charges for the Instant Checkout for users.
- Starting Monday, Instant Checkout will support single-item purchases, but OpenAI said it will add multi-item carts and expand merchants and regions.
- Shares of Etsy rose 7.3%, while U.S. listed shares of Shopify popped 4.5% after the announcement.
Cite or link to this article
Griffin, M. (2025) 'OpenAI continues its Agentic Commerce assault on Amazon with new partnerships', 311 Institute, 2 October. Available at: https://www.311institute.com/openai-continues-its-agentic-commerce-assault-on-amazon-with-new-partnerships/ (Accessed: 1 October 2026).
As OpenAI continues its drive into Agentic Commerce the company has announced a feature that will let it compete with companies like Amazon – and their ecosystem of independent merchants - and Google Shopping that would let users make purchases through ChatGPT in partnership with Etsy and Shopify.
Merchants will have to pay a fee on completed purchases to OpenAI, and it doesn't affect their prices, and there will be no charges for the Instant Checkout for users.
The move opens up a new source of revenue for OpenAI, taking advantage of the heavy user traffic on ChatGPT, in addition to its traditional subscription model.
The Future of Agentic Commerce, by Keynote Matthew Griffin
"U.S. ChatGPT Plus, Pro, and free users can now buy directly from U.S. Etsy sellers right in chat, with over a million Shopify merchants, like Glossier, SKIMS, Spanx and Vuori, coming soon," OpenAI said in a blog post.
Starting Monday, Instant Checkout will support single-item purchases, but OpenAI said it will add multi-item carts and expand merchants and regions.
Shares of Etsy rose 7.3%, while U.S. listed shares of Shopify popped 4.5% after the announcement.
"Shopify merchants will be able to sell directly through ChatGPT conversations — no links or no redirects, just seamless commerce," the platform said on its website.
See it in action
Etsy's chief product and technology officer, Rafe Colburn, said that Artificial Intelligence (AI) powered and agentic shopping presents meaningful opportunities for the online marketplace.
Colburn said that Etsy is working with a tech partner - without naming the company - to seamlessly integrate product discovery into mobile experiences.
OpenAI said it will open source the agentic commerce protocol, built with payments firm Stripe, which powers the checkout.
FAQ
Why does this matter?
If ChatGPT is your interface for everything including shopping, and retail apps are embedded within ChatGPT, then isn't OpenAI the new Amazon?
About the author
Matthew Griffin Founder, 311 Institute
Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath."
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Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath." 15-time best selling author of the "Codex of the Future" series, Matthew is the Founder and Futurist in Chief of the 311 Institute, a global Futures and Deep Futures advisory firm working with royal households, world leaders, G7, G20, and G77 governments, NGOs, and multi-national mid and mega cap firms to help them explore, shape, and lead the next 50 years of business and society.
An award-winning YouTube creator with over a million followers, with an unrivalled global reach and impact, Matthew is a highly sought-after international keynote speaker, lecturer, and mentor who collaborates with global leaders through the United Nations Alliance of Civilizations (UNAOC) and United Nations General Assembly (UNGA) to shape pivotal initiatives such as the UN’s AI for Humanity program, the United Nations Conference of the Parties (UN COP), and the World Economic Forum in Davos.
As the former Global Head of Cloud, National Security, and Enterprise Sales for companies including Atos, Dell-EMC, and IBM, Matthew has a proven track record of building multi-billion dollar business units and turning failing divisions into market leaders. His ability to identify, analyse, and communicate the implications of hundreds of emerging technologies and trends is unparalleled, and his insights are trusted by many of the world’s most respected organisations, including ABB, Accenture, Adidas, AON, ARM, BCG, Centrica, Citi, Coca-Cola, Dentons, Deloitte, Dow Jones, EY, Google, KPMG, Lego, Legal & General, LinkedIn, Microsoft, PepsiCo, Qualcomm, RWE, Samsung, Siemens AG and Siemens Energy, T-Mobile, UBS, VISA, Walmart, Workday, Worldpay and many others.
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Source: first published by the 311 Institute on 2 October 2025. Cite as: Griffin, M. (2025). OpenAI continues its Agentic Commerce assault on Amazon with new partnerships. 311 Institute. https://www.311institute.com/openai-continues-its-agentic-commerce-assault-on-amazon-with-new-partnerships/
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