ChatGPTs Instant Checkout A Hands On Review
OpenAI recently launched a new shopping feature called Instant Checkout, promising users the ability to buy items directly within a ChatGPT conversation. Just in time for my mom's birthday, I decided to put this new tool to the test to see if it could simplify my gift search. While the concept is exciting, I'm not yet convinced it can help find the right gift.
ChatGPT launched a shopping feature that allows US users to buy items within their chat. (Credit: Artur Widak/NurPhoto via Getty Images)
My Quest for the Perfect Gift
My goal was specific: a handmade mixed-metal bracelet made with sterling silver and gold, with a budget of $400. With Etsy as the initial partner for this feature, it seemed like the perfect place to start. I began with a simple prompt: "show me handmade silver and gold bracelets on Etsy."
I gave the chatbot my preferences and budget. (Credit: Jordan Hart/Business Insider)
The chatbot asked for clarifying details like my budget and style, and then presented a list of seven options.
Hitting a Snag in the Checkout Process
This is where the experience started to unravel. None of the options had a "Buy" button for an in-chat purchase; they only had links to the Etsy listings. To make matters worse, one suggestion was a $2,400 bracelet, completely ignoring the $400 budget I had set. I asked the bot to refine the search to only include items with the Instant Checkout feature. Its response was not encouraging.
"I tried to find listings that support Instant Checkout in ChatGPT, but I couldn't reliably tell from product data whether each one is eligible," it replied. (Credit: Jordan Hart/Business Insider)
Uncovering the Rules of In-Chat Shopping
ChatGPT then explained the specific requirements for an item to be eligible for Instant Checkout.
- The user must be in the US.
- The Etsy seller must participate in the "Offsite Ads" program.
- Eligible products will show a "Buy" button instead of a "Visit" button.
This made it clear that finding a compatible product would be much harder than I anticipated, as it depended on individual sellers opting in. I also tried asking about other brands like Skims and Glossier, which were mentioned in the launch announcement, but they weren't available yet.
Not all of the merchants named in the press release are available yet. (Credit: Jordan Hart/Business Insider)
Pivoting to a Traditional Shopping Assistant
With the main feature proving unusable, I changed my strategy. I decided to use ChatGPT simply for recommendations, asking it to find necklaces instead. When I asked it again to find examples of items that were definitely available for purchase in-chat, it failed once more.
So, I treated it like a sophisticated search engine. I asked for recommendations for retailers and brands that sell mixed-metal bracelets. This is where the AI shined.
Etsy was among the e-commerce sites suggested for finding a bracelet. (Credit: Jordan Hart/Business Insider)
It suggested retailers like Nordstrom and brands like Cartier and Pandora, even providing pros and cons for each. It eventually provided direct links to specific products from brands like Kendra Scott and Mejuri that matched my criteria, though I wasn't in love with any of the options.
The Verdict Is In But My Cart Is Empty
While ChatGPT proved useful as a research tool for finding brands and product ideas, its new flagship Instant Checkout feature was a letdown. The promise of seamless in-chat purchasing is exciting, but the current implementation is confusing and unreliable. I ended my search without a gift, my cart still empty, proving that while AI is getting smarter, it hasn't quite mastered the art of shopping just yet.
