Etsy Sellers React To New ChatGPT Checkout Feature
Etsy has entered a new era of e-commerce by partnering with OpenAI, a move that allows shoppers to purchase items directly within ChatGPT. This integration represents a significant step in how AI is shaping the online retail landscape, but it has sparked a lively debate among the platform's creative entrepreneurs.
Last week, Etsy announced the collaboration, enabling U.S. buyers to complete purchases from U.S. sellers without ever leaving the AI chat interface. This development followed earlier reports from the Financial Times about OpenAI's plans to build checkout functionalities into its platform. While the feature is still in its early stages, Etsy sellers are already weighing the potential benefits against the possible drawbacks.
How the ChatGPT Checkout Works
Not every item on Etsy is available for this new instant checkout feature. The functionality is exclusively for sellers enrolled in Etsy’s Offsite Ads program. While all sellers are automatically enrolled in this program, Etsy's policy notes that some can opt out. Sellers in the program pay a fee on sales that originate from ads placed across the web.
In practice, when a user asks ChatGPT for product recommendations from Etsy, the results can vary. Some listings will feature an instant checkout option, while others will display a “visit” button that redirects the user to the product page on Etsy's main website. According to Etsy, millions of items are already available for direct purchase via ChatGPT.
Seller Optimism: A New Avenue for Discovery
Some sellers view the ChatGPT integration as a powerful new tool for visibility. Marie Amms, an Etsy seller and consultant, noted that ChatGPT can surface products that might not rank high in Etsy's traditional search. She observed that a cutting board company she advises gained traction in ChatGPT results by emphasizing its personalization options.
Inspired by this, Amms is now optimizing her own product descriptions to be more AI-friendly. For her mugs featuring quotes from TV shows like “Frasier,” she plans to include specific lines and even cite episode numbers to attract highly specific searches from fans.
Similarly, painter Jennifer Cupp is hopeful that the integration will provide a more streamlined search experience. She finds that ChatGPT's results are often more relevant than those on Google or even Etsy itself. “In ChatGPT, it sticks to what you ask for,” Cupp stated, appreciating the lack of distracting, loosely related suggestions.
Seller Concerns: The Risk of Losing Connection and Control
However, not all sellers are convinced. One U.S. seller, who chose to remain anonymous, expressed concern over the backend implications. According to Etsy's Help page, purchases made through ChatGPT are processed as guest checkouts. This means buyers must manually link their Etsy account to leave a review, message the seller, or file a support ticket.
“As a seller, my business highly depends on reviews,” they said. “It feels like one more thing to worry about.”
Fran Hurst, a jewelry maker from Florida, worries about the accuracy of AI. “AI isn’t always correct,” she remarked. Hurst uses vintage components in her creations, but AI often mislabels her work as “vintage jewelry,” which she feels is deceptive to buyers.
Balancing AI Innovation with the Human Touch
The integration is currently limited to the U.S., but international sellers are paying close attention. Bernice Ma, a Canadian seller who makes wax seals, is actively learning how to optimize her shop for AI search engines. She hopes the feature expands to Canada, seeing it as another opportunity to showcase her small business.
At the same time, Ma is cautious about what might be lost. Her Etsy storefront includes an “about” page and links to her social media, which help build a personal connection with customers. These elements are absent in the ChatGPT shopping experience.
“The human touch is such an important part of e-commerce and my small business,” Ma said. “If purchases are made directly through a platform like ChatGPT, some of that personal connection risks being lost.”
