ET Explainer: OpenAI’s direct shopping via ChatGPT puts ecomm on notice

OpenAI has taken its biggest leap into ecommerce till date with the launch of “Instant Checkout” within ChatGPT, allowing US users to make purchases straight from the app. Can the move disrupt ecommerce operations globally?

ET explains:

What is this launch all about?

OpenAI has rolled out “Instant Checkout” within ChatGPT, a feature that enables US users to make purchases straight from the app without being directed to other websites. Etsy sellers are the first to participate in the pilot project, which will soon be extended to include Shopify…