Just recently, it seemed that the future belonged to large marketplaces like Alza or Kaufland. Then came the boom of shopping through Instagram and TikTok, where users could purchase products directly from posts and videos.
Now, we’re entering the next phase: shopping directly through ChatGPT. What does this mean for your online store, and how can you get ready for it?
How It Works
In September 2025, OpenAI launched a feature in the U.S. called Instant Checkout, allowing customers to complete a purchase within ChatGPT—without ever visiting the merchant’s website.
If your online store is fully integrated with this feature, the process is seamless. A customer simply asks something like “best sneakers under 100 €”, and ChatGPT returns relevant products with prices, images, and availability.
Once they choose a product and click Buy, the user confirms their shipping address and payment—all within the chat interface. The order is then processed through your existing system, with ChatGPT acting only as the facilitator.
What It Means for Your Online Store
- Faster and simpler shopping experience – everything happens directly in the chat, without unnecessary steps.
- Security and control – each step is confirmed by the buyer, payments are encrypted, and only essential data is shared. Order processing remains fully in your hands.
- A new sales channel with growing potential – ChatGPT currently has around 530,000 daily users in Slovakia. For now, only single-product purchases are supported, but cart functionality and wider platform support are coming soon.
- Transparent pricing – the service is free for customers. Merchants only pay a small fee per completed order (amount not yet disclosed). If the product is returned, the fee is refunded.
When Will It Reach Slovakia?
The feature is currently available only in the U.S. and for selected Etsy and Shopify merchants. However, you can already apply to the program at chatgpt.com/merchants.
You’ll need to provide basic business information (name, address, website, contact email) and a link to your store. While it isn’t available in Slovakia yet, early registration gives you a competitive edge.
How to Prepare Today
To make sure your store’s products are eligible for ChatGPT recommendations, focus on areas you already control:
- Product descriptions – be clear and specific: list materials, dimensions, usage, and benefits.
- Photos – provide quality images from multiple angles and include contextual shots to boost trust and help AI interpret your product correctly.
💡 Pro tip: Can AI create content for AI? Absolutely! Use AI tools for crafting descriptions, generating images, or structuring data. ChatGPT treats well-prepared AI content as valid and relevant—no penalties involved.
How We Can Help
Our goal is to prepare your store for Instant Checkout—from optimizing your product feed to complete technical integration and testing.
The level of support depends on the type of integration you choose. OpenAI currently offers two options in the Merchants program:
1. Product Display in Search
Your products appear in ChatGPT results, but purchases are completed on your website.
- Pros: simpler setup, quicker launch.
- Cons: users must leave the chat to complete their orders.
- Our support: we’ll optimize your product feed and ensure structured data is in place.
2. Full Purchase in Chat (Complete Instant Checkout)
Customers complete the entire shopping process inside ChatGPT—from product selection to payment. Orders are seamlessly pushed into your system.
- Pros: frictionless shopping with higher conversion potential.
- Cons: requires additional technical integration.
- Our support: we’ll implement the integration, test product display, payment, and order flow thoroughly.
Note: A high-quality feed, well-written descriptions, and structured data also boost your store’s visibility in traditional search engines like Google—making this investment worthwhile beyond ChatGPT.
Final Thoughts
Instant Checkout will first gain traction on large platforms and gradually become the new standard. Whether your products appear will depend on the quality of your content and the readiness of your technical setup.
If you’ve already signed up or are thinking about it, get in touch—we’ll make sure your online store is among the first in Slovakia to sell directly via ChatGPT.
FAQ: Shopping via ChatGPT and Instant Checkout
What is Instant Checkout in ChatGPT?
Instant Checkout is a new ChatGPT feature that lets users browse products, check details, and finalize a purchase—all without leaving the chat interface.
Is it available in Slovakia?
Not yet. Instant Checkout is currently only active in the U.S. for selected Etsy and Shopify merchants. However, Slovak stores can register in the ChatGPT Merchants program today and start preparing.
What are the benefits for customers?
Faster and simpler shopping. Users can search, compare, and buy directly in the chat. Secure payment and real-time confirmation are built in.
How can my store join ChatGPT shopping?
Register at chatgpt.com/merchants with your business info. Once accepted, you can connect your product feed, add structured data, and prepare for integration.
What’s the difference between product recommendation and Instant Checkout?
In recommendations, ChatGPT shows your product but users buy on your site. With Instant Checkout, the full transaction happens within ChatGPT.
How much does it cost?
It’s free for customers. Merchants pay a small fee per completed order. The amount isn’t public yet, but is refunded if the order is returned.
What are the technical requirements?
You’ll need a quality product feed, clear descriptions, structured data, and strong visuals. For Instant Checkout, an API integration and testing are also required.
Can I use AI to create content for ChatGPT?
Yes! You can absolutely use AI tools to generate descriptions, images, or data. ChatGPT recognizes and values well-prepared content—and won’t penalize it.
