ChatGPT Launches Direct Sales in Conversations and Transforms AI into a Global Commerce Channel

In September 2025, ChatGPT, OpenAI's artificial intelligence system, initiated a new phase poised to reshape the relationship between consumers and technology. 

The company announced the Instant Checkout feature, which enables purchases directly within the chat interface without redirecting users to external websites. The tool is initially available in the United States and integrates stores from Etsy, with Shopify stores to be added soon.

According to the official announcement, Instant Checkout utilizes the Agentic Commerce Protocol (ACP), developed in partnership with Stripe, which is responsible for processing payments securely and instantly. This functionality transforms ChatGPT into a complete transaction environment: users discover, decide, and pay within a single conversational flow.

The launch had an immediate impact on the financial market. On the day of the announcement, Etsy's stock price increased by 16%, and Shopify's by 6%, reflecting market expectations regarding the monetization potential of the new model. 

Analysts indicate that OpenAI is now positioning itself as a key player in an emerging category: conversational commerce, where AI agents take an active role in recommendations and sales.

According to a survey by Bain & Company, the global embedded finance market—a model that integrates financial services into digital platforms—is projected to exceed US$ 7.2 trillion by 2030, driven by systems that seamlessly connect payments and consumption.

For Luis Molla Veloso, an expert in Embedded Finance and the integration of financial services into digital platforms, states that OpenAI's move is a milestone at the intersection of technology and finance.

“ChatGPT becomes more than just an assistant. It becomes an economic agent, capable of mediating consumption, payment, and data within a single experience. This represents the maturation of the embedded finance concept, where the financial service ceases to be perceived separately and becomes a natural part of the user's digital journey,” affirms .

Although the feature does not yet have a scheduled release date for Brazil, Veloso believes the country possesses ideal conditions to adopt the model, particularly due to the maturity of its instant payment system and advancements in Open Finance.

“The Brazilian ecosystem is one of the most open in the world. Pix, fintechs, and integration APIs create fertile ground for conversational commerce to establish itself with security and regulatory innovation,” assesses the expert.

OpenAI stated that the international expansion of Instant Checkout will occur gradually as new payment and retail partners are integrated into the protocol. Until then, Brazil is closely observing a transformation that combines artificial intelligence, embedded finance, and the future of consumer relations.