OpenAI's new Instant Checkout turns ChatGPT into a sales channel. While launch partners like Etsy and Shopify are getting the headlines, the open system creates a huge opportunity for Adobe Commerce merchants to get in early.
The new Instant Checkout feature lets US customers go from asking a question to completing a purchase - all inside the chat. Simple, frictionless.
With Agentic Commerce Protocol (ACP) and Stripe in the mix, this isn't a closed ecosystem. While the first wave includes Etsy and Shopify, the open protocol means any store can integrate and start selling. Including Adobe Commerce and Magento Open Source.
How Adobe Commerce Merchants Can Jump In Early
Getting your products listed is a straightforward process, and Magebit is here to help you navigate it from start to finish. Although, it is invite-only and currently rollout is happening in the US only. But that doesn't stop you from applying and being early when it launches in other parts of the world.
Step 1: Apply to Get Your Products on ChatGPT
The first step is to get your business in the queue to secure an early-adopter advantage.
Apply directly on OpenAI's website: https://chatgpt.com/merchants
Step 2: Technical Integration
Connecting your Adobe Commerce store requires technical preparation to communicate with the Agentic Commerce Protocol (ACP), specifically:
- Creating an OpenAI compatible Product Feed
- Configuring Your APIs to work with ACP
Product Feed
The product feed is the foundation of your presence on ChatGPT. It's a structured data file that acts as the single source of truth for the AI agent, allowing it to discover your products and present them accurately to users. If this data is inaccurate or stale, it can lead to failed transactions or cause the AI to lose trust in your store, making it less likely to recommend your products in the future.
OpenAI's systems will regularly pull the feed from your endpoint to ingest and index your product data.
The feed is generally very similar to any other data feed that other platforms use. The main differences are the structure, and that it requires some additional data such as if you want to enable search and if you want to also enable full checkout experience. More details on the feed structure requirements can be seen at OpenAI Product Feed Spec.
Agentic Checkout API
This is the communication bridge between ChatGPT and your Adobe Commerce backend. When a user decides to buy, ChatGPT interacts with this API to create and manage the checkout session. You remain in full control, as your backend systems use this API to send back shipping options, calculate taxes, and ultimately accept or decline the final order.
You would need to build:
- A set of REST endpoints that conform to the official Agentic Checkout OpenAPI specification.
- A webhook listener to receive real-time order status updates from your system.
- Robust security measures, including request authentication, signature verification, and idempotency handling to prevent duplicate orders.
How the API flow works:
- ChatGPT initiates the process by calling your POST /checkout_sessions endpoint with the initial cart contents. Your server responds with a unique checkout_session_id and the complete state of the cart, including line items, pricing, and any initial messages for the user.
- As the user adds or changes information (e.g., provides a shipping address), ChatGPT calls your POST /checkout_sessions/{checkout_session_id} endpoint. Your server recalculates everything (shipping options, taxes) and returns the updated, complete cart state.
- When the user confirms the purchase, ChatGPT calls POST /checkout_sessions/{checkout_session_id}/complete. This is the final step where your system processes the payment token, creates the official order in your Adobe Commerce database, and returns a final confirmation or decline message.
- After the checkout is complete, your system must send order lifecycle events (like
order.createdororder.updatedfor shipping changes) to a webhook provided by OpenAI. This ensures the user sees up-to-date status information directly in their chat window.
Payments Integration
A core principle of the ACP is that the merchant remains the merchant of record and continues to use their existing Payment Service Provider (PSP). ChatGPT does not handle raw credit card numbers; instead, it facilitates a secure handoff using a tokenization system defined by the Delegated Payment Spec.
Your backend must be able to receive a secure payment token as part of the "Complete Checkout" API call. In addition to that, you need a mechanism to pass this token to your existing PSP for authorization and capture.
For Stripe Merchants: The integration is simplest. You can use Stripe's Shared Payment Token (SPT), which is the first official implementation of the Delegated Payment Spec. In some cases, enabling this can be done with minimal code changes.
For Non-Stripe Merchants: The protocol is open and designed to be payment-agnostic. You can build an adapter that uses the open Delegated Payment Spec to securely handle the payment token with your current provider (e.g., Adyen, PayPal). This allows you to participate without overhauling your existing financial infrastructure.
End to End Integration
As the world's #1 Magento agency for highly complex tasks, Magebit has all the expertise needed to connect enterprise stores to new technologies like this. Our team will handle the entire technical process from a to z. No need to worry about Shared Payment Tokens and learning how they work, etc. We will ensure your store is ready to start receiving orders directly from ChatGPT.
Being at the forefront of innovation, we at Magebit feel like it is our responsibility to make it as easy for merchants to innovate as possible. Shopify and Etsy are already with a huge advantage over Magento in this regard, and we want to close the gap and make this new shopping channel accessible to merchants who simply are not a good fit for those platforms. That is why we built a free open-source module for Magento 2 that enables agentic commerce features on Magento 2 - Magento 2 Extension for Agentic Commerce. It is Hyva, B2B, Venta and Adobe Commerce Cloud compatible. It is open for contributions to make it as easy as ever to tap into ChatGPT's and other channels in the future (most likely Gemini and others will follow soon).
Note: Currently rollout is only for US-based merchants. You can still join the waitlist to be among the first with ChatGPT Instant Checkout in your region.
From SEO to AEO: The New Age of Search
AI-powered answer engines like ChatGPT are changing how customers find (and now also purchase) products. The goal is no longer just to rank on a results page (traditional SEO), but to become the answer.
This new discipline is Answer Engine Optimization (AEO). It's about structuring your content so AI platforms can find, understand, and cite it as the most reliable answer. While SEO gets you on the list, AEO makes you the definitive choice. There are many things from traditional SEO and PR that still apply to AEO, and at Magebit we're blending a new mix of all that will help you thrive in the current digital landscape.
While you can pay for placement in Google's AI Overviews, the long-term strategy is building authority directly into these platforms. To appear in ChatGPT, your content must be clear, authoritative, and well structured for machines.
The Future of Commerce is a Conversation
The launch of Instant Checkout is a clear signal of where e-commerce is heading. The brands that act now will be the first to reach customers in this new, conversational marketplace.
The path forward is simple: apply to get your products listed, and partner with Magebit to manage the integration and grow your AEO presence. We'll make sure you're ready to win in the next era of commerce. And by having someone like us by your side that helps you jump in early will give you a massive long-term advantage.
