ChatGPT users in the U.S. can now make Etsy and Shopify purchases within conversations, marking a next step towards the future of online shopping – both for consumers and the platforms that control product discovery, recommendation, and payments. In other words, OpenAI might be on the path to reshaping who holds power in e-commerce.

OpenAI’s new “Instant Checkout” feature is available to ChatGPT Pro, Plus, and Free logged-in users buying from U.S.-based Etsy sellers, with more than 1 million Shopify merchants like Glossier, Skims, Spanx, and Vuori “coming soon,” per OpenAI .

Instant Checkout builds on previous shopping features on ChatGPT that surfaced relevant products, images, reviews, prices, and direct links to merchants in response to shopping questions like “what should I ge

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