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Chat as the storefront of the future

Where advice, service, and checkout happen in one flow.

We’re in the middle of an interface shift. 

For years, e-commerce has been about clicks, categories, and product images. Now, we’re moving toward a new format: the chat. 

With OpenAI’s new Buy it in Chat, users in the U.S. can now purchase products directly inside ChatGPT, moving from conversation to checkout in seconds. It marks the beginning of a new era in digital commerce: agentic commerce. 

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

From clicks to conversations

Imagine typing “find me running shoes under 100 dollars” into ChatGPT. Instead of scrolling through endless product pages, you get a curated suggestion, and you can buy it right there in the chat. 

This doesn’t mean the classic webshop is obsolete. It simply gains a new companion. An interface where AI becomes your advisor, salesperson, and checkout flow all at once. 

While the visual webshop still inspires and builds brand identity, the conversational experience becomes the place where customers receive personalized guidance and immediate action. 

A new challenge for brands

For brands, this is both a challenge and an opportunity. 

As commerce moves into the chat, product data becomes the foundation of the experience. It’s no longer just images and descriptions that inspire users, but structured data that an AI can interpret, understand, and present naturally. 

That means everything from product descriptions and attributes to tone of voice and advisory content must be organized and accessible, allowing the AI to represent your brand authentically in conversation. 

Success will depend on creating clean, consistent, and meaningful product data that can power both dialogue and transactions. When the AI understands your products and your way of communicating, it can not only display your offer. It can also recommend, guide, and complete the sale on your behalf. 

From discovery to purchase in one flow

With Instant Checkout, OpenAI now enables users to buy from Etsy – and soon Shopify merchants like Glossier, SKIMS, and Spanx – directly within ChatGPT. Payments, orders, and support remain fully handled by the seller. ChatGPT simply acts as an AI agent, securely connecting customer and brand. 

For consumers, it’s a seamless journey: from “what should I buy?” to “thanks for your order” without ever leaving the chat. 

For businesses, it’s access to hundreds of millions of potential customers, without losing ownership of data, payments, or relationships. 

What does this mean for you?

At Kruso, we see Buy it in Chat as more than a technical innovation. 

It’s a signal that interface design is evolving. 

From screen to conversation. From clicks to context. AI is becoming an active part of the buying experience, not just as inspiration, but as a platform that can advise, represent, and transact on behalf of the user. 

So, the question is no longer whether your products should be online. It’s how they can be talked about – and bought – in a conversation. 

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