OpenAI officially launched "Buy it in ChatGPT" in February 2026, letting users check out directly inside a conversation via the Agentic Commerce Protocol (ACP) — an open standard co-developed with Stripe.
From instant checkout to visual discovery
Just weeks after the initial launch, OpenAI shifted its approach: instead of pushing instant checkout across every category, ChatGPT is now more focused on visual product discovery — users can browse products visually, upload a photo to find similar items, and compare prices, reviews, and features directly within the conversation.
A scale that can't be ignored
ChatGPT already had 900 million weekly active users as of February 2026, and AI referral traffic to US retail sites grew 393% year-over-year in Q1 2026. Brands not yet visible inside ChatGPT's shopping flow risk falling behind on one of the fastest-growing channels right now.
Fratello — GEO Platform
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Make sure product data — price, specs, reviews — is available in a format that's easy for AI to extract, since that data is the raw material behind ChatGPT's comparison and visual discovery features.
Fratello now tracks this shopping scenario
Fratello's testing prompt bank now also covers ChatGPT-style shopping recommendation scenarios, so client brands can see exactly when they show up in scenarios like this.