The Future of Shopping is coming – Open AI & Instant Checkout

ROAR | 2 October, 2025 | 4 minute read | AI, Blog, Digital Marketing

Something big just landed in digital marketing.

Open AI has just launched Instant Checkout inside ChatGPT in the US, powered by what they’re calling Agentic Commerce.

In simple terms, ChatGPT can now take a customer from discovery to decision to payment, all inside the chat experience. No clicking through to a website. No going to Amazon. No extra steps.

That’s a first. And it changes the game.

What this means for marketing leaders

Before we get carried away, let’s be clear: SEO and Google PPC are still the heartbeat of digital lead generation. Search engines remain the number one place buyers turn when they’re actively looking for solutions, and your website and ads are still your frontline.

But now, a new sales channel has arrived. Not a replacement for what works, but an addition you’ll need to factor into your strategy if you want to stay ahead, protect market share, and grow it.

Why this matters

Buyers aren’t just searching on Google anymore. They’re increasingly asking AI platforms like ChatGPT to recommend, compare, and even make purchase decisions. With Agentic Commerce, AI isn’t just a research assistant; it’s becoming the transaction engine itself.

For early adopters, this is an opportunity. Those who adapt their positioning quickly will capture qualified, intent-driven demand before competitors even realise what’s happening. It’s no longer just about whether prospects use AI to buy, but whether they’ll be buying from you or from someone else.

A shift in buyer behaviour

This isn’t just about consumer products. The implications for B2B are huge. Imagine a potential client asking ChatGPT for the best enterprise software provider, the most reliable engineering partner, or the top legal consultancy in their sector. Then imagine ChatGPT not only recommending a supplier but also processing the purchase instantly.

That scenario is no longer a thought experiment; it’s the direction things are heading. And when discovery, trust, and purchase all happen in the same conversation, the old rules of the funnel start to shift. Some steps may be compressed. Others may disappear entirely. That’s a game-changer.

What stays the same and what changes

The core principle remains: be where your buyers are. What’s different is that the “where” is expanding. Google Search continues to be vital. PPC is still driving consistent leads. SEO is still the long-term foundation of digital visibility.

But alongside these channels, AI-driven discovery and checkout are emerging. It’s early days, but if the past two decades have taught us anything, it’s that the platforms which connect buyer intent to purchase rarely fade away. They grow, evolve, and eventually dominate.

What you should do now

This isn’t optional foresight. It’s survival foresight. Businesses that ignore this shift will lose ground quickly, while those who embrace it will lead.

That doesn’t mean diverting budget away from SEO or PPC. Those remain paramount. But it does mean keeping a close eye on how Agentic Commerce develops, testing where it makes sense, and asking the hard question: If my buyer tries to purchase through ChatGPT tomorrow, would they find me or my competitor?

AI won’t wait for late adopters. And neither will your buyers.

Final thought

This moment feels like one of the most significant shifts in digital marketing since Google Ads first appeared. The businesses who take it seriously will be the ones shaping the next era of demand generation.

The time to prepare is now.

So are you ready to rethink how your business gets found? Have you considered AEO to begin your journey with AI search? 

Schedule your discovery call and find out why acting now could be the smartest move for your business.