Shopify sign on their branch office building in Toronto.

Shopify branch office building in Toronto.

Shopify and Etsy pop as OpenAI brings instant checkout to ChatGPT

Shares of the e-commerce companies jumped after OpenAI said ChatGPT users can now turn searches into instant purchases.

9/29/25 3:42PM

Shopping just got a little more futuristic.

OpenAI said Monday that US ChatGPT Plus, Pro, and Free users can now buy directly from Etsy sellers without ever leaving the chat. OpenAI said the feature would soon be available from over a million Shopify merchants as well. Shares of Etsy surged 13%, while Shopify climbed 6%.

The feature runs on OpenAI’s new Agentic Commerce Protocol, which was codeveloped with fintech firm Stripe and is designed to let AI agents, shoppers, and businesses coordinate purchases securely.

How it works: users can prompt ChatGPT with requests like “best running shoes under $100” and the bot will surface organic product results. If the seller has Instant Checkout enabled, shoppers can make a single-product purchase by tapping “buy” and completing the order right inside ChatGPT.

Results aren’t sponsored, though merchants do pay a small fee per transaction. Currently, the feature only supports single-item purchases.

For sellers, it’s a chance to reach millions of ChatGPT users and will soon include popular brands like Glossier, SKIMS, and Spanx. For shoppers, it’s a seemingly frictionless buying experience and another step in OpenAI’s push to make ChatGPT more than a Q&A tool.

Etsy and Shopify shares are both up about 38% year to date.

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JetBlue is raising its bag fees as fuel costs squeeze airlines

JetBlue will reportedly hike its bag fees, as the cost of jet fuel continues to climb amid the war in Iran. It’s the latest example of carriers finding ways to push rising costs onto travelers.

Last week, United Airlines CEO Scott Kirby said that if fuel prices remain elevated, fares would need to rise another 20% for his airline to break even this year.

As CNBC reported, when one airline raises fees, others tend to follow.

Earlier this month, JetBlue hiked its first-quarter outlook for operating revenue per seat mile to between 5% and 7%, saying that strong Q1 demand helped “partially offset additional expenses realized from operational disruptions and rising fuel costs.” Now, the carrier appears to be making moves to further boost revenue to offset those costs.

Earlier on Monday, JetBlue rival Alaska Air lowered its Q1 profit forecast. The refining margins for the carrier’s cheapest fuel option — sourced from Singapore and representing about 20% of Alaska’s overall supply — have spiked 400% since February.

JetBlue did not immediately respond to a request for comment.