Fashion
ChatGPT’s Instant Checkout: a new era for AI-powered shopping?
Translated by
Nazia BIBI KEENOO
Published
October 8, 2025
By launching its integrated Instant Checkout payment tool in the United States, ChatGPT (OpenAI) now allows users to purchase products directly within its platform. The move marks a significant milestone in how generative AI can reshape online shopping and challenge traditional search-engine-driven commerce models.
A user can describe to ChatGPT the product they want, include a budget, and receive a curated selection of items, all without leaving the platform. The system is built on the open-source Agentic Commerce Protocol, developed in collaboration with Stripe, enabling merchants to integrate it quickly. Merchants pay a “small commission” on each purchase, while the service is free for customers.
“For sellers, it’s a new way of reaching hundreds of millions of people while retaining full control of their payments, systems and customer relationships,” OpenAI explained, adding: “We are building out this protocol, with documentation available from today, to enable interested merchants and developers to begin creating integrations.”
While Etsy is the first platform involved, OpenAI said more than a million merchants on Shopify — as well as brands such as Glossier, Skims, Spanx and Vuori — will soon join the offering. On the technical side, ChatGPT is introducing a “multi-basket” feature to enable the simultaneous purchase of multiple products from different sellers.

OpenAI stated that product recommendations are based solely on relevance to a user’s query and are therefore “organic and unsponsored.” However, industry observers note that sponsored results could appear in the future.
Beyond the immediate retail implications, ChatGPT’s entry into e-commerce highlights a shift that challenges the dominance of traditional search engines. Google’s advertising-funded keyword model has long influenced both paid and organic search engine optimization (SEO) strategies across various industries.
Search engines and e-tailers on high alert
International studies over the past year have tracked a growing shift of users from search engines to conversational AI. According to the agency Innovating with AI, Google’s market share dropped below 90% for the first time since 2015. An AI Search Archetypes survey conducted in the spring reported that 43% of users now rely on AI daily for their searches.

Major technology players are responding in kind: Alphabet’s Google has rolled out Gemini; Microsoft is advancing Bing AI; Apple is evolving Siri into “Apple Intelligence”; and Samsung is investing in Galaxy AI. Retailers have also been integrating AI into their platforms to meet the rising expectations of consumers.
In fashion, Amazon, the largest clothing retailer in the United States, introduced Rufus a year ago, an AI tool that enables shoppers to find products by describing them in natural language. Europe’s leading online fashion retailer, Zalando, has launched its own AI-powered search assistant.
ChatGPT, which reports more than 700 million weekly active users, may become a new type of marketplace by combining conversational search with seamless checkout.
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Fashion
Top Vietnamese, Chinese leaders hold talks on advancing cooperation
China will step up building a higher-level China-Vietnam community with a shared future that carries strategic significance, Chinese President Xi Jinping said while holding talks with visiting Vietnamese President To Lam.
China and Vietnam are accelerating efforts to navigate bilateral trade towards a more balanced and sustainable course.
President Xi Jinping recently held talks with visiting Vietnamese President To Lam.
During the visit, Vietnamese Minister of Industry and Trade Le Manh Hung called for a restructuring of production, trade and supply chains alongside stronger investment cooperation.
Xi said both countries should work together in their modernisation drive, accelerate the alignment of development strategies and prioritise infrastructure connectivity.
While meeting Chinese Minister of Commerce Wang Wentao during the state visit, Vietnamese Minister of Industry and Trade Le Manh Hung called for a restructuring of production, trade and supply chains alongside stronger investment cooperation.
Wang said both sides should focus on implementing the high-level common perceptions, including raising bilateral trade turnover to $500 billion in future.
Hung urged China to expand imports of Vietnamese goods, broaden the list of products eligible for tariff preferences and further open its market. He also called for the mutual recognition of quarantine results for agro-forestry-fishery products, facilitation of Vietnamese exports via cross-border e-commerce, and expansion of Vietnam’s trade promotion offices across Chinese localities, according to a Vietnamese news agency.
China will continue to support Vietnam in setting up additional trade promotion offices, following those already established in Chongqing, Hangzhou and Haikou, Wang responded.
China also expressed readiness to support Vietnam’s stronger exports through cross-border e-commerce, encouraging greater visibility of the Vietnam National Pavilion on Chinese e-commerce platforms beyond JD.com to better promote Vietnamese products to Chinese consumers.
China has consistently been Vietnam’s largest trading partner and second-largest export market, while Vietnam continues to be China’s biggest trading partner in the Association of Southeast Asian Nations (ASEAN).
Fibre2Fashion News Desk (DS)
Fashion
Hong Kong apparel imports stabilise after sharp dip last year
Fashion
Burberry unveils High Summer 2026 lido-inspired campaign
British actors Simone Ashley and Tom Blyth star alongside models Alva Claire, Babacar N’Doye and Sacha Quenby and a cast of synchronised swimmers and divers.
Burberry’s High Summer 2026 campaign captures Britain’s nostalgic lido culture through a sunlit film featuring Simone Ashley and Tom Blyth.
Blending heritage check with pastel tones, the collection spans swimwear, relaxed tailoring, raffia bags and lightweight layers, evoking effortless, poolside summer style.
Directed by Francis Plummer, the campaign reflects a warm, communal British summer mood.
The campaign film is directed by Francis Plummer and shot by photographer Ryan McGinley. The cameras move from loungers to diving boards, catching mid-air dives and friends stretched out in the hazy afternoon light. Before long, the best spots by the pool are claimed with a Burberry towel. Summer has begun. The film is underscored by the TONE remix of ‘Beating’ by Tirzah.
‘A lido holds a particular kind of nostalgia for the British. The moment the sun comes out, we make the most of the weather. We wanted to bring to life a warm summer’s day spent in and around the water’s edge with friends.’ said Daniel Lee Chief Creative Officer, Burberry.
Key styles
The High Summer 2026 collection features the Burberry Check in heritage-inspired sand beige and pastel shades of aubergine purple and cornflower blue.
The iconic Burberry Check bikini is the beach essential, alongside matching swimsuits and men’s swim shorts trimmed with check.
Poolside separates include tops, skirts and shirts cut from cotton voile, plus cover-up dresses woven with a tonal Burberry Check and deckchair-inspired stripes. Ruffled trims and ties at the neckline capture the floaty, effortless feel of the collection. Festival
tank tops in ribbed cotton jersey are trimmed with check straps, while looks are wrapped in lightweight wool silk scarves.
For men, collared shirts and shorts are tailored to relaxed lines and finished with fresh interpretations of the Burberry Check, from textural weaves to intricate embroidered designs. The co-ord set is crafted from lightweight cotton poplin printed with a playful seahorse pattern in honeysuckle pink.
The classic cotton piqué polo shirt comes in a spectrum of vivid and neutral colours. Burberry Check is subtly placed at the placket and trims the collar of T-shirts in soft cotton jersey.
Lightweight hooded jackets are ideal for cooler evenings and unexpected showers, the new-season designs woven in aubergine purple and cornflower blue check.
In shoes, the new Knight Runner sneakers offer a streamlined, low-profile shape for summer. Sandals are elevated in the form of the whipstitched leather Baez and check-trimmed suede Urchin styles, while Burberry Check slides and Pavilion sandals are made for the beach.
Lightweight Margate bags are handcrafted in Madagascar from locally sourced raffia palm leaves, dyed in signature sand beige Burberry Check. Accessories include crocheted bucket hats and wraparound sunglasses, designed to shield from the sun.
Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.
Fibre2Fashion News Desk (JP)
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