OpenAI continues its Agentic Commerce assault on Amazon with new partnerships

By Matthew Griffin Intelligence and the Senses 2nd October 2025

WHY THIS MATTERS IN BRIEF

If ChatGPT is your interface for everything including shopping, and retail apps are embedded within ChatGPT, then isn’t OpenAI the new Amazon?

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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.

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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.

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“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.

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“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.

Matthew Griffin / About Author

Described by NASA as a "Walking Encyclopaedia of the Future" and one of the world’s most in demand keynote speakers Matthew Griffin, Founder and Futurist in Chief of the 311 Institute, a global Futures and Deep Futures advisory firm, is a multi-award winning Futurist and strategic foresight expert, author, lecturer, mentor, podcast and YouTube host.

With a distinguished career running global business units at Atos, EMC, and IBM today Matthew helps leaders and titans of industry from all over the world explore the impact of the inter sections of technology, culture, and leadership, then helps them create high performance organisations that can continuously disrupt, outpace, and outthink their competition.

15 times author of the hit series the Codex of the Future series Matthew's ability to identify, track, and explain the impacts of hundreds of emerging technologies and trends on global business, culture, and society has earned him a powerful reputation and a roster of clients that include royal households, world leaders across the G7, G20, and G77, and many of the world's most recognised and exceptional organisations including ABB, Accenture, ABN Amro, Adidas, AON, ARM, BCG, Centrica, Citi Group, Coca Cola, Deloitte, Dentons, Disney, Dow, EY, Google, KPMG, Lego, Microsoft, Legal & General, LinkedIn, Nokia, Paramount, PepsiCo, PWC, Qualcomm, RWE, Samsung, T-Mobile, UBS, Visa, WIRED, WPP and hundreds of others.

Matthew is regularly featured in the global media including the AP, BBC, Bloomberg, CNBC, Discovery, Forbes, Khaleej Times, Telegraph, TIME, ViacomCBS, WIRED, and the WSJ, and his mission is to help organisations create a fair and sustainable future whose benefits are shared by everyone irrespective of their ability, background, or circumstances.