ChatGPT enters US e-commerce with AI-powered native checkout

OpenAI and Stripe have partnered to provide Instant Checkout, allowing US users to shop for products directly through ChatGPT. The move marks a shift to AI-driven e-commerce, as beauty consumers increasingly use AI-powered tools to guide purchase decisions. 

The platform allows consumers to buy products from Etsy sellers and Shopify merchants such as Glossier. 

“US ChatGPT Plus, Pro, and Free users can now buy directly from US Etsy sellers right in chat, with over a million Shopify merchants coming soon. Today, Instant Checkout supports single-item purchases. Next, we’ll add multi-item carts and expand merchants and regions,” states OpenAI.

The company says this is a “next step in agentic commerce, where ChatGPT doesn’t just help you find what to buy, it also helps you buy it.”

It says that for sellers and brands, it is a new way to reach a larger customer base while remaining completely in control of customer relationships and payments. 

OpenAI says that 700 million people use ChatGPT weekly for tasks or to search for products. The new tool converts “chats into sales,” and brands can capture the demand at the source. 

Industry shift

Social media and AI-powered tools are changing the way beauty consumers find brands. Online platforms such as ChatGPT and TikTok are moving into the spotlight. Personal Care Insights recently spoke to Iced Media about how businesses that fail to adapt their discovery strategies beyond Google may risk becoming “invisible.”

The beauty market researcher described generative engine optimization (GEO) as “beauty’s new SEO.”In our interview, Emily Rose Campbell, head of performance at Iced Media, told us that she anticipated a direct-to-consumer renaissance, “especially with native checkout in ChatGPT on the horizon.” This is now a reality. 

“For first movers, it’s a whole new sales channel that they can tap into, and with how fast LLM-adoption is growing, it’s going to be huge,” said Campbell.

Spate’s recent 2025 report highlighted how generative AI has transformed information discovery. It provides results faster than Google but presents them more like a conversation with follow-up questions. 

The beauty market researcher described generative engine optimization (GEO) as “beauty’s new SEO.”

The industry is adapting, and companies are creating AI tools for personalized skin care advice. Haut.AI recently launched an AI-powered skin care consultant that helps brands capture first-party consumer insights, close product and strategy gaps, and boost e-commerce performance.

Haut.AI previously told us: “Today’s consumers are more informed and skeptical than ever before. They’re not just passive shoppers — they are proactive researchers.”

Earlier this year, Revieve and Dr. Simon Ourian launched the “first-ever” AI-powered digital skin care and nutrition advisor. The tool provides users with a personalized digital consultation that analyzes their skin and wellness goals using a selfie and a questionnaire. When completed, it generates and explains product recommendations for topical skin care and supplements.