ChatGPT’s Instant Checkout Falls Short for In‑Chat Lipstick Purchase
Key Points
- ChatGPT introduced an Instant Checkout feature for in‑chat purchases.
- The tester searched for a specific deep‑berry lipstick and received multiple product options.
- ChatGPT provided product details, reviews, and safety scores but failed to show a buy button.
- Contradictory messages from the AI left the user uncertain about purchase eligibility.
- Upgrading to the paid plan ($20) did not resolve the inability to complete the purchase.
- The experience highlights the need for clearer merchant eligibility and consistent AI messaging.
OpenAI’s ChatGPT recently introduced an Instant Checkout feature that promises to let users buy products directly within the chat interface. A tester attempted to purchase a specific lipstick using the new tool, only to encounter mixed messages and a lack of a functional buy button. Despite the partnership with platforms like Etsy and Shopify, the experience highlighted gaps in product eligibility, merchant support, and the overall reliability of the in‑chat purchasing flow.
Background on Instant Checkout
OpenAI rolled out an Instant Checkout capability for ChatGPT, allowing users to shop without being redirected to external websites. The feature is linked to partners such as Shopify and Etsy, with the promise of a frictionless, single‑item checkout experience inside the chatbot.
Attempt to Buy a Lipstick
A user looking for a specific shade of lipstick—described as a deep berry alternative to a hard‑to‑find color—engaged ChatGPT to locate and purchase the product. The chatbot successfully identified the original brand, provided multiple options, and supplied details like product descriptions, reviews, and prices in a side panel.
The user also asked for safety information, requesting the Environmental Working Group (EWG) score. While the chatbot could retrieve the score, it indicated the product was hazardous, prompting a follow‑up search for an EWG‑approved alternative.
Confusing Responses and Missing Buy Button
When the user tried to complete the purchase using Instant Checkout, ChatGPT gave contradictory statements. At times it claimed that physical products could not be bought through the feature, yet later affirmed that eligible merchants could offer a "Buy" button. In the case of the lipstick listings, no buy button appeared, leaving the user unable to finalize the order.
The tester also encountered a limitation on the free plan, prompting an upgrade to the paid tier (noted as costing $20) to continue the interaction. Even after upgrading, the purchase could not be completed.
Implications for In‑Chat Shopping
The experience underscores several challenges: the need for clear eligibility criteria for merchants, consistent messaging from the AI about what can be purchased, and a reliable interface that actually presents a functional buy button when a product qualifies. While the concept of buying directly within a conversation is appealing, the current implementation fell short for the user’s specific use case.
Conclusion
ChatGPT’s Instant Checkout remains in early stages, and the tester’s attempt to buy a lipstick revealed gaps that could hinder broader adoption. Users seeking seamless in‑chat purchases may still need to rely on traditional e‑commerce sites until the feature’s reliability improves.