Can I sell my products inside ChatGPT?
By Stefan Pretty, founder and CEO of SubblyUpdated · 3 min read
The short answer
Not with a checkout inside ChatGPT, for most stores. OpenAI launched Instant Checkout in September 2025, then in March 2026 switched to sending shoppers to each merchant's own checkout. ChatGPT now shows products in its shopping results and links to your store. Shopify and Etsy catalogues are included automatically, other merchants can apply to send a product feed, and any public store can appear through ChatGPT search. OpenAI charges no fee on purchases that start in ChatGPT.
What happened to Instant Checkout?
- September 2025. OpenAI launched Instant Checkout for US users, built with Stripe on the Agentic Commerce Protocol. Etsy sellers were live first, with Shopify merchants to follow.
- January 2026. Reports said Shopify merchants would pay OpenAI 4% on orders completed inside ChatGPT.
- March 2026. OpenAI changed course. In its words, the first version "did not offer the level of flexibility that we aspire to provide, so we're allowing merchants to use their own checkout experiences while we focus our efforts on product discovery."
Many pages that rank for this today still describe Instant Checkout and the 4% fee as current. Shopify now says there are no fees for selling in ChatGPT beyond your normal payment processing.
How do products show up in ChatGPT now?
When someone asks ChatGPT for something to buy, it can show a carousel of products, built from structured product data and other content from across the web. OpenAI says it ranks merchants on availability, price, quality and whether they make or are the main seller of the product. A shopper who picks one is sent to the merchant's site or app to check out.
Since September 2026 ChatGPT also shows ads, starting with an app in the Shopify App Store. Ads are marked as ads.
How do I get my products into ChatGPT?
- On Shopify: Shopify's agentic storefronts are on by default for eligible stores. Your store must sell to US customers, and each product needs a title, an image, a price and a product page. You can opt out under Sales channels.
- On Etsy: OpenAI says Etsy catalogues are already included.
- On another platform: apply at chatgpt.com/merchants to send a product feed (open to approved partners), send one through a provider such as Stripe or Salesforce, or list your products through Shopify's Agentic plan, which has no monthly fee and links to your existing store.
- Any public store: let OpenAI's search crawler, OAI-SearchBot, read your site. Sites that block it don't appear in ChatGPT search. GPTBot, which collects training data, is separate, so you can block it and still allow search. Clear product pages with price and stock help both.
Where can shoppers buy inside an AI assistant?
- Google AI Mode and Gemini check out with Google Pay for select merchants in the US, Canada and Australia, who apply through an interest form.
- Microsoft Copilot has Copilot Checkout in the US. Shopify stores are enrolled automatically, and merchants on PayPal or Stripe can apply.
- Perplexity launched Instant Buy with PayPal for US shoppers in November 2025.
In each case you stay the seller and handle delivery, returns and support. Shopify's checkouts on Copilot, Google and Meta don't support subscriptions, so a subscription still starts on your own store.
On Subbly
Subbly stores and ChatGPT
Subbly doesn't send product feeds to ChatGPT or other AI assistants today. A Subbly store is a public website, so ChatGPT search can find and link to its pages like any other site, and checkout and subscriptions happen on your store. Your agent can write the page titles and descriptions search tools read, and add structured product data when you ask for it.
