Here’s the latest change to ChatGPT – and how you can use it to shop

If you thought Amazon had massively changed society’s shopping habits, prepare for yet another overhaul.

Tech bosses have been talking about ‘agentic AI’ buying our stuff so we don’t have to for months, and ChatGPT has now taken a big step towards this.

They have just announced a new ‘instant checkout’ feature within the app, meaning you can buy things without having to go to another platform.

The chatbot will seek out similar products to what you have described, and then you just need to buy it.

For now, the user will still have to manually approve the purchase, but in future

Google is also working on similar technology, and major companies including Amazon, Visa, Mastercard, Paypal, and Salesforce as examining how they can keep pace with a changing purchasing landscape.

The new ChatGPT feature works with Etsy and Shopify within the chat, for sinle item purchases.

It is currently only available in the US, but it is set to expand to other regions and merchants soon, as well as allowing the option to buy multiple things at at time.

OpenAI said: ‘This marks the next step in agentic commerce, where ChatGPT doesn’t just help you find what to buy, it also helps you buy it.

‘For shoppers, it’s seamless: go from chat to checkout in just a few taps. For sellers, it’s a new way to reach hundreds of millions of people while keeping full control of their payments, systems, and customer relationships.’

The Agentic Commerce Protocol powering it was developed with payment processing company Stripe.

‘Product results are organic and unsponsored, ranked purely on relevance to the user,’ OpenAI said.

While it may help you to quickly find a new pair of shoes or set of dinner plates, some are warning that there are hidden risks to having a digital personal shopper.

Marijus Briedis, Chief Technology Officer at NordVPN, said: ‘Expanding AI platforms into online shopping may feel convenient, but it also introduces new risks around how much personal data users are willing to share.

‘Every time you connect your financial details or shopping preferences to a third-party platform, you increase your digital footprint. That footprint can be tracked, analysed, or even exposed in a breach.

‘Convenience should never come at the expense of privacy, and when AI becomes your personal shopper, the price tag could be your data.

‘The safest approach is to stay conscious of the information you provide, limit permissions where possible, and use tools that help you stay in control of your digital identity.’

We’re already turning to AI for shopping

It comes as more than half of British consumers (55%) say they are already using generative AI tools when shopping online, according to a report by the e-commerce marketing platform Omnisend. 

Over a third of those surveyed (34%) said that they turn to AI for product research, while more than a quarter (28%) look for product recommendations, such as help with buying gifts, and a fifth for finding the best deals.

While several platforms were mentioned, from Perplexity AI to Amazon Rufus, ChatGPT emerged as the leading AI shopping assistant, with nearly four in ten (39%) preferring it.

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