To that end, ChatGPT's Instant Checkout should be a benefit to Etsy, as it will help more potential shoppers find Etsy's products. The tool could also inspire other platforms like Google's Gemini to do the same, especially since shopping is a major vertical for ads on Google Search.

With ChatGPT's new Instant Checkout feature, users can buy products from Etsy without leaving the app. It's free for users, while merchants pay a 'small fee.'

Starting today, all ChatGPT users in the U.S. can use a new feature called Instant Checkout to purchase items from Etsy sellers without leaving the chat. OpenAI says more than a million Shopify merchants, including Glossier, SKIMS, and Spanx, are coming soon.

Launching first in partnership with Etsy and Shopify, the Instant Checkout functionality has the potential to rival Amazon and Google, one expert said.

Although ETSY stock may be down sharply following the underlying company’s partnership with OpenAI’s ChatGPT, there may be more to this story than just the headlines.

OpenAI has revealed a new Instant Checkout feature which allows users buy directly from within the ChatGPT interface. Initially only launching in the US, the ecommerce tool will be available for all ChatGPT personal account types, including free, Plus and Pro users, however its real-world application will be limited before gaining any momentum.