OpenAI has introduced the Agentic Commerce Protocol (ACP), establishing a new open infrastructure for AI-native commerce in ChatGPT. This enhancement improves the shopping experience, offering features like visual product discovery, side-by-side comparisons, and image-based searches, tailored to user preferences and past interactions. Available to all ChatGPT users in the U.S., the ACP already integrates with retailers such as Target, Walmart, Sephora, and Best Buy, and allows Shopify merchants access without additional steps.
Walmart has created a specialized in-ChatGPT app featuring account linking and loyalty integration, providing a seamless user experience. OpenAI has shifted from its initial Instant Checkout model to support individual merchant checkouts, focusing on enhancing product discovery instead. This protocol, framed as a “protocol,” raises questions about control and consumer agency, especially in light of competing platforms like Google’s Universal Commerce Protocol, aiming to define the future of agent-driven commerce.
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