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Glossy: What OpenAI’s new checkout means for luxury
On Monday, OpenAI launched Instant Checkout, a feature that lets ChatGPT users buy products while in an AI conversation, instead of clicking out to a website. It debuted in the U.S. with Etsy sellers and will soon extend to Shopify merchants including Glossier, Skims, Vuori and Spanx. Because Shopify powers the online stores of several luxury brands, it may eventually extend to labels like Victoria Beckham and Jacquemus, according to Shopify’s merchant listings.
For the 700 million people globally who use ChatGPT weekly, according to OpenAI’s September 2025 product blog, Instant Checkout compresses discovery and transaction into a single flow. By comparison, Google Search has roughly 1 billion weekly users, according to industry estimates.
About Rithum
Rithum (formerly CommerceHub and ChannelAdvisor) is a leading global commerce solution that supports the entire commerce journey—from product listing and discovery to order fulfillment and performance optimization. By streamlining the path to purchase, Rithum enables brands and retailers to operate more efficiently, so they can maximize profitability.
With AI-powered automation, unified insights, and seamless integration across commerce and media channels, Rithum allows your team to focus on growth strategies while we handle the complexity of omnichannel orchestration. Whether you’re launching new products, expanding into new markets, or optimizing retail media campaigns, Rithum helps you turn every customer touchpoint into a revenue-driving opportunity.
Top global retailers and brands, such as Adidas, Best Buy, B&Q, Draper Tools, The Home Depot, and Zalando, trust Rithum to streamline their commerce operations and maximize results. With teams based in the U.S., U.K., Ireland, Spain, and Australia, we partner with clients worldwide to make commerce smarter, faster, and more connected.
Media Contact
Walker Sands, for Rithum
rithum@walkersands.com
