How do I sell my products in ChatGPT?
Today you reach ChatGPT mainly through discovery: a crawlable site and, by application, a product feed. Shoppers compare there and pay on your own site or app. OpenAI says it is moving away from a standalone Instant Checkout and charges no fees on purchases that start in ChatGPT. Shopify offers a built-in channel.
What happened, and when
| When | What | Source type |
|---|---|---|
| September 29, 2025 | Instant Checkout launches for US users buying from US Etsy sellers. ACP is published, co-developed by Stripe and OpenAI. | Primary: Stripe |
| January 2026 | Google and Shopify announce UCP, an open standard for agent shopping. The date is from press reports; the specification itself is published. | Press + spec |
| March 2026 | Reports that OpenAI scaled back Instant Checkout. Outlets differ on the exact day; OpenAI’s merchant page confirms the direction. | Press + OpenAI |
| March 24, 2026 | Shopify presents Agentic Storefronts. In ChatGPT, purchases run in an in-app browser, the merchant stays merchant of record, and there is no transaction fee beyond standard processing. | Primary: Shopify |
| October 28, 2026 | Shopify: “Every Shopify store is agent-ready by default.” WebMCP tools on storefronts and checkout. | Primary: Shopify |
| November 2026 | OpenAI’s merchant page: product discovery in ChatGPT, purchase on the merchant’s site or app, no fees on purchases that start there, and joining by form. | Primary: OpenAI, undated |
Product discovery versus checkout
These are two different things, and the difference matters. Discovery means ChatGPT knows your product and shows it. Checkout means payment happens inside the conversation. Discovery is what is live and broad today. In-chat checkout is what was scaled back, so most of your effort belongs in discovery and a good checkout on your own site.
What a merchant on any platform can do today
- Make sure OAI-SearchBot is allowed in robots.txt and at your firewall.
- Publish Product JSON-LD with price, availability, an identifier, shipping and returns.
- Apply to share a feed at chatgpt.com/merchants. The page mentions a waitlist.
- Connect Google Merchant Center, which Google names as a way to help products appear in AI responses.
- Make sure your own checkout works well on a phone, because that is where the purchase ends.
- Run the free checker to see what is missing.
What Waise does, checked in the code
- Every store allows the answer engines by name, and the owner can refuse any of them.
- Product JSON-LD includes price, availability, identifiers, shipping and returns.
- Feeds for Google Merchant Center, Meta and TikTok.
- The merchant side of ACP is built but off by default, and Stripe only. It needs credentials from OpenAI, and Waise does not claim OpenAI approval. Each store applies for itself.
- A public buyer MCP server, opened only when the owner opens the catalog in the admin, with a link that leads to the store’s own checkout.
- No UCP and no WebMCP. We have not built them, and we do not present them as existing.
Who this suits, and who it doesn’t
A good fit
- Merchants who want presence in ChatGPT and control of their own checkout
- Anyone who prefers a flat price and 0% of sales
Pick something else
- If you want Agentic Storefronts and Shop Pay in AI channels today, Shopify is the better fit
- If you need UCP or Google’s embedded checkout: Waise does not have it
Questions
Can customers buy inside ChatGPT?
For most stores, no. OpenAI’s merchant page says it is moving away from a standalone Instant Checkout and that purchases are completed on merchant-owned sites or apps. Shopify describes an in-app browser checkout for its merchants.
Do I pay OpenAI a fee?
OpenAI’s merchant page says there are no fees on purchases that start in ChatGPT. Your normal payment processing costs still apply.
Do I need a product feed?
Not strictly. OpenAI says feeds are optional for sites it already crawls, but they give you more control over accuracy and freshness. Feed access is by application.
Is this only for US stores?
OpenAI’s merchant page says shopping is live for ChatGPT users in the US. It does not state a schedule for other countries.
The online store that runs itself, with brakes
- AI that acts, with brakes. Pulse changes orders, prices, discounts and content from one conversation. A sensitive change first shows a before-and-after card and waits for your approval, and almost any change can be undone.
- Your money is protected on the server, not by a promise. Anything touching money needs a confirmation tied to the exact values you saw, and the margin guard blocks a price below your minimum, even when an outside AI asks for it.
- Profit, not just sales. An order counts only once your payment provider confirms the money, and profit is worked out after fees, shipping, cost of goods and refunds.
- Open to your own AI. Claude, ChatGPT or Gemini connect to your store over MCP and pass through exactly the same brakes.
- Five ways to build, one system behind them. A ready theme, designing by chat with Pulse, your own code, outside builders like Lovable or Webflow, or your own AI. Checkout, orders, customers and money stay in one place.
- 0% of your sales. One flat monthly plan. When your store grows, our cut doesn’t, because there isn’t one.
- Built by someone who sold. Or Avrahami, a practical electronics and computer engineer, ran an online store on Shopify and built what that store needed. That became Waise.
Sources
Every outside fact on this page was read at its source on the date beside the link. Press reports are marked as such.
- stripe.com/newsroom/news/stripe-openai-instant-checkout Stripe newsroom, 29 September 2025: Instant Checkout launches for US ChatGPT users buying from US Etsy sellers; ACP co-developed by Stripe and OpenAI. Checked 2026-11-08
- www.agenticcommerce.dev/ Agentic Commerce Protocol: developed by Stripe and OpenAI, open source under Apache 2.0. Checked 2026-11-08
- ucp.dev/latest/specification/overview/ Universal Commerce Protocol specification: open standard under Apache 2.0; businesses publish a profile at /.well-known/ucp. Checked 2026-11-08
- developers.google.com/merchant/ucp Google’s UCP page for merchants: agentic actions on AI Mode and Gemini starting with direct buying, merchant stays merchant of record, Merchant Center feeds, embedded checkout for approved merchants. Checked 2026-11-08
- www.americanbanker.com/payments/news/google-shopify-unveil-new-agentic-protocol-for-retailers Press report: Google announced UCP with Shopify in January 2026 at the NRF conference. We found no dated Google page. (press report, not a primary source) Checked 2026-11-08
- www.americanbanker.com/payments/news/openai-moves-ai-checkout-to-third-parties Press report: OpenAI scaled back Instant Checkout in March 2026. Outlets differ on the exact day. (press report, not a primary source) Checked 2026-11-08
- chatgpt.com/merchants/ OpenAI’s merchant page: moving away from a standalone Instant Checkout, purchases on merchant-owned sites or apps, no fees on purchases that start in ChatGPT, apply by form, live for ChatGPT users in the US. Undated. Checked 2026-11-08
- developers.openai.com/commerce/specs/feed OpenAI’s product feed spec: required fields, JSONL/CSV/TSV examples, optional GTIN. Checked 2026-11-08
- developers.openai.com/commerce/guides/get-started OpenAI’s commerce guide: feed onboarding is for approved partners; applications at chatgpt.com/merchants. Checked 2026-11-08
- developers.openai.com/api/docs/bots OpenAI’s crawlers: sites opted out of OAI-SearchBot are not shown in ChatGPT search answers. Checked 2026-11-08
- www.shopify.com/news/agentic-commerce-momentum Shopify, 24 March 2026: Agentic Storefronts across ChatGPT, Copilot, AI Mode and Gemini; in ChatGPT, purchase through an in-app browser; merchant of record; no added transaction fee; the Agentic plan for brands not on Shopify. Checked 2026-11-08
- www.shopify.com/news/fall-26-edition-developer Shopify Fall ’26 Edition for developers, 28 October 2026: every Shopify store agent-ready by default, WebMCP tools on Liquid and Hydrogen storefronts and checkout. Checked 2026-11-08
- developers.google.com/search/docs/fundamentals/ai-optimization-guide Google’s guide to generative AI features: no special AI text files or markup needed for Google Search; Merchant Center can help products appear. Checked 2026-11-08
Updated
Written and checked by Or Avrahami, Founder of Waise ·
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