"The feature, Instant Checkout, allows users to ask ChatGPT what they're looking for and receive recommendations of relevant products from across the web. For merchants with Instant Checkout enabled, buyers confirm shipping details and pay the merchants directly from the ChatGPT app. The retailers handle fulfillment, returns and customer support themselves. One C-suite executive at another large specialty retailer told Modern Retail on the condition of anonymity that their company is investigating ChatGPT's Instant Checkout but doesn't consider it "ready for prime time.""
"In short, while many in the industry will be watching ChatGPT checkout closely this holiday season, they are skeptical of how quickly it will shape into an effective sales driver and offer the technology capabilities retailers and brands expect out of a shopping platform. "The topic is hot with my peers at other retailers," said a tech executive at another major specialty retailer. "Many are bullish but don't believe the benefit will be there for this holiday season.""
OpenAI launched Instant Checkout to enable purchases directly within ChatGPT, routing product recommendations and payments through the app. Merchants with Instant Checkout enabled receive confirmed shipping details and payments and remain responsible for fulfillment, returns and customer support. Many large specialty retailers are testing or investigating the capability but view it as not yet mature, citing needs such as real-time inventory tracking, coupon and promotion support, customer data capture, loyalty program integration and store pickup. Several retailers expect holiday deployments to be limited tests, with wider adoption contingent on technical enhancements. OpenAI plans to expand merchant participation via the Agentic Commerce Protocol with Stripe.
Read at Digiday
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