Core Insights - OpenAI has launched a new shopping feature called "Instant Checkout" for ChatGPT, allowing users to complete the entire shopping process within the chat interface, from product recommendations to payment [1][2] - This development is seen as a potential disruption to traditional e-commerce platforms like Amazon and Google, as it redefines the shopping experience by integrating AI with e-commerce [1][7] Group 1: Shopping Functionality - The new feature enables users to receive personalized product recommendations and complete purchases without leaving the ChatGPT interface, thus closing the loop from "recommendation" to "transaction" [2] - Users can ask questions like "best running shoes under $100" and receive relevant product suggestions, with the option to purchase directly through ChatGPT if the product supports Instant Checkout [2][3] - Payment options for ChatGPT subscribers include using their account's bank card or other quick payment methods, while order fulfillment is managed by the merchants' existing systems [2] Group 2: Market Positioning - The products available for purchase through ChatGPT currently include items from the Etsy platform and over a million Shopify merchants, including well-known brands like Glossier and SKIMS [3] - Unlike traditional e-commerce platforms that rely on keyword searches, ChatGPT allows users to express vague needs, which the AI can recognize and respond to with proactive recommendations, thus implementing a "product finds user" approach [5] - OpenAI aims to position ChatGPT as a "digital personal shopping assistant" that connects users with a wide range of external merchants while ensuring that product search results are generated based on relevance rather than sponsorship [5][6] Group 3: Implications for E-commerce - The introduction of Instant Checkout may challenge the traditional traffic control held by platforms like Amazon, as users can complete their shopping directly within ChatGPT [7] - OpenAI emphasizes that this launch is just the beginning, suggesting that AI will play a crucial role in how consumers discover, decide, and purchase products in the future [7]

此前，ChatGPT可能会在聊天中给用户一些购物建议或推荐，但用户需要自己去电商平台下 单。而现在，从产品推荐到下单支付，整个购物流程都可以在ChatGPT的聊天界面内直接完 成。 这无疑打开了AI与电商结合的新格局，不少声音指出这将冲击亚马逊、谷歌传统电商地位，而 OpenAI则称这"仅仅是开始"。 实现从"推荐"到"交易"闭环 已经坐拥周活7亿的OpenAI，早已布局电商场景。今年4月底，OpenAI就宣布在ChatGPT中内 置购物功能。用户可以通过自然对话获取个性化商品推荐，系统会同步展示产品图像、定价详 情与用户真实评价，并提供跳转链接。 不过，当时用户仍需要跳转到亚马逊、沃尔玛、eBay等美国主流电商平台购买页面完成交易。 当前的升级，实现了从"推荐"到"交易"的闭环。用户不再需要跳转外部链接，可直接在 ChatGPT内完成购物结账。 当有人提出购物问题，例如"100 美元以下最好的跑鞋"或"给陶瓷爱好者的礼物"， ChatGPT 会显示网络上最相关的产品。如果商品支持即时结账，用户只需点击"购买"，确认订单、配送 和付款详情，即可完成购买，无需离开聊天界面。 当地时间9月29日，OpenAI正式 ...