The AI revolution is completely changing the way people will shop in the future. Pretty much in the next few years, we will see the biggest revolution of e-commerce towards AI commerce or agentic commerce which will completely change how people go online and buy stuff. Right now you can ask your AI about the recommendation and it will pretty much do a great job. It can get your context. For example, if you’re looking to get a new dress for a special occasion, you can write it as a context. Tell your style, your budget and it will pretty much give you a nice recommendation. It will show you a couple of links.
However, recently OpenAI announced the partnership with Stripe and also with Shopify and Etsy and introduced a completely new way of buying things online through their instant checkout. And of course other huge AI companies like Google especially the Gemini, Perplexity, etc. are doing similar things. So this is what it’s about.
Explore More: Why You Shouldn’t Trust AI Blindly
What Is ChatGPT Instant Checkout?
On September 29th 2025 ChatGPT released the website: BUY IT WITH ChatGPT. It is instant checkout and agent e-commerce protocol. You write your prompt that you’re looking for something, it will search the web, it will give you the recommendations and then the game changer is you will be able to buy directly from ChatGPT and this is completely changing how people are going to buy stuff online. They will no longer go to Amazon or any dedicated e-commerce store but they will directly buy from the AI chats and of course this creates tons of different opportunities when it comes to businesses especially in AI businesses and to the agentic platforms and we should definitely watch this trend.
More than 700 million people use ChatGPT for everyday tasks and one of the tasks will be pretty much buying stuff online. They already have direct integration with Etsy and you can go to Etsy websites and see them writing about it. So purchasing Etsy items through ChatGPT is something you can actually do and it works through the Agentic Commerce Protocol, which is an agentic commerce protocol.
What Is the Agentic Commerce Protocol (ACP)?
This is the new open standard for programmatic commerce flows between buyers, AI agents and businesses. This is an open framework that anyone can use to start building their own integrations. You can change your order, pay with the card, or purchase completely. And basically this is the collaboration between Stripe and OpenAI. You can go to their documentation page and learn more about how you can actually start building on top of it and how you can get your brand visible on ChatGPT and hopefully in the future on other LLMs.
How Agentic Commerce Changes SEO for E-commerce Brands
This completely changes how brands, especially the e-commerce brands when it comes to doing their SEO. If you’re putting your items on Amazon, you have to optimize to be visible on Amazon, create proper listings, proper bullets, use proper keywords and optimize the image and therefore you would be compliant with the Amazon SEO and it applies to the other marketplaces. If you were selling through TikTok, you would have to be viral on TikTok and only then you could drive sales through TikTok Shop. So basically, brands had to follow the rules of each marketplace to get visibility.
Google & Website-Based SEO
When it comes to being visible online through Google you would have to create your brand, have a Shopify store or any other e-commerce engine like Magento or WooCommerce and then your website would rank in Google. LLMs in the first iteration were scraping the internet and they had all of the information about your catalog. However, it’s not that they scrape all of the internet 24/7 and if you update your inventory or change your listing on your website it would normally take some time for LLMs to update their knowledge base.
The Shift to Live Inventory Feeds via Agent Protocols
Now if you do it through this agent-commerce protocol this is pretty much the live feed that is being updated, meaning agents have 24/7 updates regarding your inventory and stock. So if the buyers decide to find you and buy from you then the agent serves this context directly through ChatGPT and this is like a completely new era and this will be a revolution around e-commerce.
Opportunity vs Threat: What This Means for Amazon & Marketplaces
For some businesses this is a huge opportunity. Brands will want to get on those LLMs as quickly as possible as for them is pretty much free traffic and additional revenue stream. But at the same time this is a huge threat for major companies and their marketplaces like Amazon. So Amazon will soon integrate themselves also to this agentic commerce and you’ll be able to let buyers get your Amazon stores through ChatGPT but this will take some time.
There is a whole report from McKinsey that says the stakes are high and by 2030 the US B2C retail market alone could see up to 1 trillion orchestration revenue from agent e-commerce with global projections reaching as high as $3 to 5 trillion. So this space will only get bigger and bigger and this is the best time right now to jump on the train, monitor it and get all of the updates and information about that.
Three Purchase Paths in the Agentic World
There are three possible paths to purchase in the agentic world:
Agent to Site
An AI assistant (like ChatGPT) finds a product for you and connects directly to the brand’s website to complete the purchase. So the AI helps you, but the final transaction happens on the company’s website.
Agent to Agent
In this case, your AI talks directly to the seller’s AI. Instead of connecting to a website, your personal agent communicates with the vendor’s agent and completes the transaction automatically.
Broker Agent to Site
Your AI assistant connects to a broker AI (a middle layer). That broker can talk to multiple vendor agents. It can combine products from different sellers into one bundled purchase and complete the transaction.
Multi vendor bundle means if you plan to buy more than one item you will be able to do that and it will create the bundle of the items coming from completely different sellers.
How Consumer Behavior Is Changing
For brands and sellers this is the new way that customers can discover products and it’s shifting very fast. Younger shoppers already start their buying journey in the AI tools and are using ChatGPT more than ever. The newer audience is using social apps and AI tools instead of search engines. That means brand visibility really depends on how they read and interpret your brand and not just on your website content and ad budget.
What Brands Must Do to Stay Visible
To stay visible in this era brands need to publish product data in a structured machine readable format, keep pricing, inventory and fulfillment information accurate and up to date, build trust through clear descriptions, real reviews and reliable data feeds. When the AI agents can easily understand your catalog and availability then your products will be recommended in the LLMs and that’s additional millions of users who can buy your products. If your data is missing or not clear then your items will not show up.
OpenAI Product Feed Specifications Explained
OpenAI also released product feed specs. This is a structured product feed so ChatGPT accurately indexes and displays your product with up to date price and availability. The integration overview includes ID, GTN, MPN, title, description, link and item information, condition, product category, brand, material, dimension, length, width, height, weight, age group, additional media, price and promotions, availability and inventory, variance, fulfillment, merchant info, returns, performance signals, compliance, reviews and Q&A, related products, geotagging.
That is a lot of information and also a tech challenge especially for brands who are falling behind with technology.
More and more people will start talking about this and we are just before the next wave of the trend. Everything is changing and agentic commerce will be here to stay and will only grow bigger and bigger.