Instacart pilots agentic commerce by embedding in ChatGPT

Instacart has deployed an embedded checkout experience within ChatGPT through the emerging Agentic Commerce Protocol.

With the deployment, the company is the first partner to launch an app on ChatGPT that offers a complete shopping cycle – from query to payment – without requiring the user to leave the conversation interface.

Operationalising agentic commerce

The integration fixes a broken link in conversational commerce: the “handoff”. Historically, AI models could suggest products or generate meal plans, but the execution phase required deep-linking out to a separate application or website, often resulting in cart abandonment.

Under this new deployment, users can interact with the AI for meal planning and have the system build a cart based on local retailer inventory. The differentiator here is the checkout process. By leveraging the Agentic Commerce Protocol, the transaction is processed directly within the chat interface using a credit card flow powered by Stripe.

According to Nick Turley, VP and Head of ChatGPT, the objective is to connect AI suggestions directly to real-world services.

“With the Instacart app directly in ChatGPT, users can go fr...