OpenAI rolled out a visual shopping experience inside ChatGPT on Tuesday, letting users upload photos to find similar products, compare items side by side, and refine results through conversation. The update, detailed in a blog post, is available to Free, Go, Plus, and Pro users this week.
The system runs on an expanded version of the Agentic Commerce Protocol (ACP), which pipes product feeds and promotions from retailers directly into ChatGPT. Target, Sephora, Nordstrom, Best Buy, The Home Depot, Lowe's, and Wayfair have already integrated. Shopify merchants get included automatically through Shopify Catalog with no extra setup. Walmart is going further with a dedicated in-ChatGPT app that supports account linking, loyalty programs, and Walmart payments.
Notably, OpenAI is walking back its Instant Checkout feature, which launched last year and let users buy from retailers like Etsy and Shopify without leaving the chat. The company says it "did not offer the level of flexibility" merchants wanted. Checkout now stays on the retailer's side, positioning ChatGPT as a discovery layer rather than a marketplace.
ACP supports integration through third-party providers like Salesforce and Stripe, so merchants can plug in existing infrastructure. OpenAI says future ACP capabilities will include local availability and delivery estimates, though no timeline was given. The rollout wraps up by end of week.
Bottom Line
OpenAI is pivoting ChatGPT from direct checkout to product discovery, with seven major retailers already feeding catalogs through its Agentic Commerce Protocol.
Quick Facts
- Announced March 24, 2026
- Available to ChatGPT Free, Go, Plus, and Pro users
- Integrated retailers: Target, Sephora, Nordstrom, Best Buy, The Home Depot, Lowe's, Wayfair
- Shopify merchants auto-included via Shopify Catalog
- Instant Checkout feature deprioritized in favor of merchant-side checkout
