OpenAI revamps shopping experience in ChatGPT after struggling with Instant Checkout offering

OpenAI is launching a redesigned shopping feature in ChatGPT that lets users find and compare products by uploading images or describing items with budget and preference details, replacing its failed Instant Checkout feature that allowed direct purchases within the app. The company improved the underlying speed, relevance, and product coverage while allowing merchants to share product feeds directly with OpenAI rather than handling transactions themselves. Retailers like Target, Sephora, and Nordstrom now support this product discovery experience, and merchants can also build custom apps within ChatGPT for more control over their sales process.