Amsterdam
Barbara Strozzilaan 1011083 HN Amsterdam
Netherlands+31 970 10275733info@kruso.nl
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.
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.
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.
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.