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OpenAI’s Buy it in Chat is changing the future of commerce

The future of commerce happens in chat – is your brand ready to stand strong in an AI-driven ecosystem?

Commerce is shifting. More than 700 million people use ChatGPT every week for everything from recipes to product recommendations. Now, OpenAI has taken the next step: AI agents that don’t just help us find the right products – but also help us buy them directly in chat. 

With the launch of Instant Checkout, an entirely new ecosystem is emerging. For the first time, brands can become part of an open standard where AI agents, users, and businesses collaborate on purchases. 

This changes the game. 

What does this mean for brands?

Until now, competition has mainly been about the experience on your own webshop: design, UX, checkout flow. But when AI becomes the interface where customers make decisions, competition shifts elsewhere. 

The future differentiation will be:

  1. Data quality

    Is your product information accurate, up-to-date, and available across channels?

  2. Trust

    Can the AI rely on your brand, your prices, and your delivery?

  3. Brand values

    Do they shine through in the conversation, even when AI is the intermediary?

When a customer asks: “Which running shoes under $100 are best for me?” it’s no longer your webshop design that determines if you win the customer. It’s whether your brand and products can be translated into the language AI agents use, and whether you manage to appear attractive at the very moment the purchase decision is made. 

Agentic Commerce Protocol – an open standard

The most interesting part of this development is that OpenAI and Stripe have chosen to make the technology behind Instant Checkout open source. This means: 

  • You can integrate without changing your existing backend systems. 

  • You retain ownership of customer data, support, and relationships. 

  • You become part of a growing ecosystem where AI agents and brands collaborate on a shared standard. 

In short: this is not just another closed marketplace solution. It’s a foundation for the commerce of the future, where AI becomes a kind of digital personal shopper. 

What should you do now?

Right now, Instant Checkout is only rolling out in the U.S., but OpenAI has confirmed that Europe – and therefore the Nordics – is on the map for upcoming phases. 

It’s not a question of whether Buy it in Chat will be big – but how fast. The question is how your brand will be ready: 

Do you have control over your product data? 

Have you considered how your brand values can be reflected through AI-driven interactions? 

Do you have a strategy for testing and experimenting in the new ecosystem? 

At Kruso, we help brands do exactly that – translate their business DNA into technical solutions that keep them relevant in a world where the boundaries between chat, AI, and commerce are merging. 

A new competitive parameter

We’re moving into a time when customers don’t necessarily visit your webshop – but your brand still has to win the conversation. That’s why data quality, trust, and your brand’s voice in AI conversations will become the new competitive parameters. 

Are you ready to be part of the commerce of the future? 

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