How to get your products into ChatGPT shopping

Who can sell in ChatGPT shopping today

• Shopify and Etsy sellers: already integrated through their platforms; OpenAI says they don't need to apply.
• Other merchants: apply through the form at chatgpt.com/merchants. It asks for HQ country, website, categories and a SKU-count band. Applicants join a waitlist; OpenAI says a self-serve merchant portal is planned for later this year.
• Markets: shopping is live for users in the United States, and standard feed uploads target the US.
• Not allowed: adult content, alcohol, nicotine, gambling, weapons and prescription drugs, among other prohibited categories.

Selling outside the US? OpenAI's form lists other HQ countries (Taiwan included), but whether non-US merchants can be onboarded isn't confirmed on any official page.

Do you need a product feed?

Not always. OpenAI's merchant page says feeds are optional because ChatGPT also crawls websites. A feed gives ChatGPT clean, current facts — price, stock, variants — instead of whatever it can read from your pages.

• Feeds can arrive by SFTP file, API, your e-commerce platform or a feed provider (OpenAI names Salesforce and Stripe as third-party paths).
• The developer docs limit direct feed onboarding to approved partners.
• The supported format is the Stable spec: nine required fields (item_id, title, description, url, brand, seller_name, image_url, availability, price). See the field-by-field guide.

How ChatGPT picks which products to show

OpenAI's help center says shopping results are "selected independently by ChatGPT and are not ads", and that partnerships don't influence them. Inputs are the shopper's question, the conversation and product metadata from providers.

When several merchants sell the same item, OpenAI says it considers availability, price, quality and whether the merchant is the maker or primary seller. Ads are a separate program with their own opt-in (is_ads_eligible).

No official page publishes ranking weights. What you control is accurate, complete, current product data.

Discovery vs. checkout

• Agentic Commerce Protocol (ACP): an open standard OpenAI co-developed with Stripe, open-sourced on September 29, 2025.
• Instant Checkout launched with single-item purchases from U.S. Etsy sellers.
• Since March 24, 2026 OpenAI says merchants may use their own checkout and it is focusing on discovery; the merchant FAQ says it is moving away from standalone Instant Checkout and purchases finish on merchant sites.

OpenAI's pages disagree on whether Instant Checkout is still offered, and on fees (a 2025 post mentioned a fee on completed purchases; the merchant page now says there are none). Treat both as unsettled and check the merchant page before planning.

Questions