Big news: ChatGPT is moving into agentic eCommerce, in partnership with payment gateway Stripe. Through a feature branded “Buy it in ChatGPT” (or Instant Checkout), users in the US can ask ChatGPT for product suggestions and then purchase the product right inside the chat window. The process is frictionless: no switching apps, and no long redirects.
Payments are handled in partnership with Stripe through a new open standard called the Agentic Commerce Protocol (ACP).
What does this shift mean for Australian businesses? Quite a bit. Instead of just thinking about search engine optimisation (SEO) or social ads, you now have to think about how your products appear to an AI that’s going to recommend and sell directly. Your data hygiene needs to be clear, structured, and up-to-date (including stock, delivery, and pricing), because the AI will draw on that. If your online store or catalogue isn’t ready, you risk being bypassed.
As for the rollout in Australia, there’s no official date yet. News outlets report that the initial launch is US-only and that expansion to merchants and regions is coming, but Australia hasn’t been named in the first wave.
However, according to analysts, it’s only a matter of time, and Aussie businesses should start preparing now. If you’re running an e-commerce business, start thinking of ChatGPT (and AI assistants generally) as a potential channel where customers will discover and buy your products, not just as a search engine. Prepare your data, review your product feeds, ensure your fulfilment and logistics are up to scratch, so when the global rollout hits here, you’re ready.
