AI is making some bold moves into ecommerce. OpenAI just rolled out Instant Checkout and Product Feed for ChatGPT - and while the headlines are all "Shopify this, Etsy that," we know what you're really thinking: What about Magento merchants?

Don’t worry. You’re not being left behind. In fact, this is just the beginning, and we’ve already put our name down to join the early access program so we can start sketching out a Magento extension.

Let's break down what's happening, what it means for Magento/Adobe Commerce, and why you don't need to flip your checkout flow upside down just yet.

So, what's Instant Checkout anyway?

Imagine chatting with an AI about hiking boots, getting a couple of solid recommendations, and then... boom - right there in ChatGPT, you can buy them without hopping over to a store website. That's Instant Checkout in action.

ChatGPT collects the details (shipping, payment, etc.), sends them back to your store through a new Agentic Commerce Protocol, and you - the merchant - actually run the order.

Key point: OpenAI isn't the store. You still are.

Why it's cool:

Zero friction for customers (no "add to cart → checkout → confirm → payment" marathon).
Works well for impulse purchases or straightforward products.
A new way to get discovered — customers can "shop" by chatting instead of Googling.

Why it's tricky:

It's new. Which means bugs, learning curves, and edge cases galore.
Customers might need a bit of convincing before trusting an AI checkout.
Magento will need custom endpoints built to "talk" to ChatGPT (it's not plug-and-play yet).

And what about the Product Feed?

This one's easier to picture. Your product catalogue becomes accessible directly to ChatGPT. So when someone asks:

"Show me black trainers under £120 with good reviews."

ChatGPT could show your trainers - if they're in the feed.

The details:

Your catalogue needs to be exported in a structured feed (CSV, JSON, XML, take your pick).
It has to be refreshed often - OpenAI suggests as frequently as every 15 minutes - so stock, prices, and availability stay accurate.
Required info: SKU, title, description, price, inventory, shipping details, images.
Bonus info: reviews, ratings, performance signals. The more complete, the better you'll surface.

Why it's cool:

It's like SEO for ChatGPT — your products get discovered in new, conversational ways.
It levels the playing field: smaller merchants can surface alongside big brands if the feed is strong.

Why it's tricky:

Keeping the feed fresh takes real tech effort (especially if your catalogue is complex).
Mapping Magento's more advanced product types (configurable, bundles, etc.) into a flat feed is no small task.
If the feed breaks, your products simply vanish from AI-driven discovery.

Who handles the money? (Spoiler: you still do)

This is where a lot of merchants breathe a sigh of relief. OpenAI doesn't take your payments, handle your refunds, or manage your returns.

Here's how it works:

ChatGPT collects a customer's payment details.
It creates a delegated payment request - basically a one-time token.
Your PSP (right now Stripe is supported, but it's opensource so more will be coming later) runs the charge.
The order is processed in Magento, not OpenAI.

That means:

You stay the merchant of record.
You own the transaction, the refund, the return.
Customer service is still your team, not an AI chatbot in the sky.

Magento: what's next?

Right now, this is US-only and Shopify/Etsy-first. So there's no mad scramble to roll this out tomorrow. But the direction is clear: conversational commerce is here to stay.

For Magento merchants, here's what to keep in mind:

Feeds matter: Building a rock-solid product feed generator for Magento will be step one.
APIs are key: Magento will need new endpoints that map to the Agentic Commerce Protocol.
Payments must align: If you're not on a PSP that supports delegated payments, you may need an adapter.
Ops need prep: Think about inventory concurrency, order reconciliation, and refund workflows now, not later.

We're already scoping out how a Magento extension could handle all of this. Expect it to touch catalogue exports, checkout APIs, and PSP adapters.

So, should you care yet?

If you're a Magento merchant in the UK, Europe, or anywhere outside the US, you've got breathing room. But if you want to stay ahead of the curve, now's the time to start thinking about:

How clean your product data is.
How ready your checkout flows are for external integrations.
Whether your payment provider will play nicely with delegated payments.

Final word

Instant Checkout and Product Feed with ChatGPT are less about replacing your ecommerce site and more about adding a new storefront in a new channel.

Magento remains your backbone. You’re still the merchant of record. You’re still in control of your orders, your customer relationships, and your returns.

But now, you might also have an AI sales assistant bringing customers straight to checkout — without them ever leaving a chat.

We'll make sure Magento merchants are ready when the time comes, and don’t worry Magento merchants, Shopify's just the guinea pig!

Instant Checkout & Product Feed with ChatGPT: What Magento Merchants Should Know (Without Panicking)