OpenAI and Instacart have launched a fully integrated grocery shopping experience inside ChatGPT, allowing users to brainstorm meal ideas, build grocery lists, and complete checkout without ever leaving the chat interface. This marks one of the most significant moves yet in the emerging agentic commerce space, where AI handles the entire shopping journey from discovery to purchase.
A partnership two years in the making
This integration builds on an existing relationship between the two companies. More than two years ago, Instacart launched an in-app AI search tool powered by ChatGPT that helped shoppers ask questions about dinner ideas or how to accommodate dietary restrictions. The connection between OpenAI and Instacart deepened significantly when former Instacart CEO Fidji Simo, who was already an OpenAI board member, joined the company as CEO of Applications in May 2025.
Agentic commerce takes center stage
Agentic commerce, the use of AI tools to conduct shopping research and make purchases on a user's behalf, has become a core priority for OpenAI. At its most recent developer day, the company outlined plans to build apps directly into ChatGPT. Early developer previews included integrations with Booking.com, Canva, Coursera, Expedia, Figma, Spotify, and Zillow. Since then, OpenAI has announced additional partnerships with Target, Intuit, and other major brands.
The timing aligns with broader industry momentum. Both OpenAI and Perplexity announced in-app shopping features ahead of the 2025 holiday season. Adobe predicts that AI-assisted online shopping will grow by 520% this holiday season compared to last year.
OpenAI's path to profitability
Despite ChatGPT's massive user base, OpenAI remains unprofitable and may not reach profitability for several years, if ever. The company's products are so resource-intensive that even subscription revenue fails to cover compute costs. These agentic commerce integrations offer a potential new revenue stream: OpenAI will take an undisclosed "small fee" when it helps merchants complete a sale. However, it would take significant ChatGPT-based shopping volume for these fees to meaningfully impact OpenAI's financial position.
What this means for businesses and builders
For companies exploring business automation, the Instacart integration demonstrates where commerce is heading. The entire customer journey, from meal inspiration to grocery delivery, now happens inside a conversational AI interface. Brands that position themselves within these AI ecosystems will capture demand at the moment of intent. Those building custom GPT solutions should take note: the most valuable AI applications are becoming those that can execute transactions, not just provide information.
This shift also signals opportunity for social commerce operators. As AI assistants become shopping destinations, product data, inventory systems, and checkout flows will need seamless integration with platforms like ChatGPT. The infrastructure you build today determines whether your products appear when customers ask AI what to buy.
Key takeaways
- OpenAI and Instacart now offer complete grocery shopping inside ChatGPT, from meal planning through checkout.
- Former Instacart CEO Fidji Simo leads OpenAI's Applications division, deepening the partnership.
- OpenAI will collect fees on transactions completed through ChatGPT, creating a new potential revenue stream.
- Adobe predicts 520% growth in AI-assisted shopping this holiday season.
- Agentic commerce is becoming central to OpenAI's strategy, with integrations spanning retail, travel, and services.
Frequently asked questions about OpenAI and Instacart grocery shopping integration
How does grocery shopping work inside ChatGPT?
Users can ask ChatGPT for meal ideas, dietary recommendations, or recipe suggestions. The AI then helps build a grocery list and allows checkout through Instacart without leaving the chat interface. The entire shopping flow happens conversationally.
What is agentic commerce and why does it matter?
Agentic commerce refers to AI tools that conduct shopping research and complete purchases on behalf of users. It matters because it shifts how consumers discover and buy products, moving transactions inside AI assistants rather than traditional websites or apps.
How does OpenAI make money from ChatGPT shopping?
OpenAI takes an undisclosed "small fee" when it helps merchants complete a sale through ChatGPT. This creates a new revenue stream beyond subscriptions, though the company has not shared specific fee structures.
Is OpenAI profitable yet?
No. Despite ChatGPT's popularity, OpenAI is not currently profitable and may not be for several years. The company's AI products require so much compute power that subscription revenue does not cover operational costs.
Which other companies have integrated with ChatGPT for commerce?
OpenAI has launched commerce integrations with Target, Intuit, Booking.com, Expedia, Zillow, Canva, Figma, Spotify, and Coursera. The company continues expanding partnerships across retail, travel, and professional services.
Work with Trending Society
As AI reshapes how customers discover and purchase products, businesses need systems that connect to these new commerce channels. Our Business Automation Workflows service helps you build the infrastructure to integrate your products, inventory, and checkout flows with AI-powered platforms. We architect automation systems that position your business where customers are actually buying.
The shift to agentic commerce is accelerating. Companies that build AI-ready commerce infrastructure now will capture demand as shopping moves inside conversational interfaces. The question is no longer whether AI will change how people buy, but whether your business will be there when they do.
