When OpenAI announced ChatGPT Instant Checkout would expand to 1M+ Shopify merchants, several brands stood out among the named partners: SKIMS, Vuori, and Glossier. These digitally-native brands are positioning themselves at the front of a wave that saw 805% year-over-year growth in AI-driven traffic on Black Friday 2025.
TL;DR: SKIMS, Vuori, and Glossier are among the first digitally-native brands to go live with ChatGPT Instant Checkout via Shopify's partnership with OpenAI. With AI agent traffic growing 805% YoY and 1M+ Shopify merchants coming online, these brands are capturing a channel that drives 38% higher purchase completion rates.
Why Are Digitally-Native Brands Leading AI Commerce Adoption?
Digitally-native brands like SKIMS, Vuori, and Glossier understand a fundamental truth: you build your brand where your customers discover products. As of December 2025, ChatGPT processes 50 million shopping queries daily, and that number is climbing.
The data validates their strategy:
- AI-referred shoppers complete purchases at 38% higher rates
- Shopify saw 11x growth in AI-driven orders since January 2025
- 33% of consumers used AI for holiday shopping in 2025, double the rate from 2024
All three brands share characteristics that make them ideal early adopters: strong brand recognition, Shopify infrastructure, and customer bases that skew younger and more AI-native.
What Is ChatGPT Instant Checkout?
ChatGPT Instant Checkout enables consumers to complete purchases without leaving their AI conversation. Powered by the Agentic Commerce Protocol (ACP), it connects Shopify merchants to ChatGPT's 50 million daily shopping queries through a single integration.
The current merchant roster tells a story about who is moving first:
| Status | Merchants | Platform |
|---|---|---|
| Live Now | All U.S. Etsy sellers | ACP via Stripe |
| Live Now | SKIMS, Vuori, Glossier | Shopify/ACP |
| Coming Soon | Spanx, additional Shopify brands | Shopify/ACP |
| Integrated | Walmart (groceries, essentials) | Custom integration |
SKIMS, Vuori, and Glossier are among the first digitally-native brands to go live, joining a select group that recognized agentic commerce early.
How Does AI Traffic Translate to Revenue?
The Cyber Week 2025 results answered skeptics definitively. AI agents influenced $67 billion in global sales during that single week. Retailers with AI agent capabilities saw 7x higher sales growth (13% vs. 2%) compared to those without.
For digitally-native brands specifically, the opportunity is even more compelling:
- AI visitors spend 32% more time on site
- Bounce rates drop 27% for AI-referred traffic
- Revenue per visit from AI traffic grew 84% from January to July 2025
SKIMS, Vuori, and Glossier are betting that capturing this traffic early creates a durable advantage. The brands that train AI systems on their product catalogs today will be the ones those systems recommend tomorrow.
What Should Other Brands Do Now?
The window to establish AI shopping presence is narrowing. Here is the priority list:
- Optimize product data for AI - 87% of AI agent requests target product pages; make yours machine-readable
- Activate ACP support - Stripe merchants can add ACP support with minimal integration work
- Build content AI can cite - Position your brand as authoritative so AI recommends you
SAP put it bluntly: "2025 will likely be the last year consumers shop as they do now."
Frequently Asked Questions
What is ChatGPT Instant Checkout?
ChatGPT Instant Checkout allows users to purchase products directly within their AI conversation. Launched in September 2025 with Stripe and the Agentic Commerce Protocol, it enables seamless checkout using stored payment credentials. Currently live with Etsy sellers and early Shopify brands including SKIMS, Vuori, and Glossier, with broader merchant expansion underway.
Why are SKIMS, Vuori, and Glossier among the first brands?
All three brands operate on Shopify and have strong brand recognition among demographics that heavily use AI assistants. OpenAI named them specifically as part of the Shopify merchant expansion, alongside Spanx. Early movers capture AI training data advantages and establish presence before the broader 1M+ merchant rollout.
How fast is AI shopping traffic growing?
AI-driven traffic grew 805% year-over-year on Black Friday 2025 and 670% on Cyber Monday, according to Adobe Analytics. Shopify reported 7x growth in AI traffic and 11x growth in AI-driven orders since January 2025.
What does this mean for smaller brands?
The Shopify-OpenAI partnership creates an accessible on-ramp. Once the 1M+ merchant integration goes fully live, any Shopify store can potentially appear in ChatGPT shopping results. However, product data quality and brand authority will determine visibility.
The Bottom Line
SKIMS, Vuori, and Glossier are not experimenting with AI commerce—they are already live on a channel that influences 20% of online orders and is growing at triple-digit rates. For brands watching from the sidelines, the message from Cyber Week 2025 is unambiguous: retailers with AI agents grew 7x faster than those without. The question is not whether to prepare for AI-first shopping. The question is whether you will be ready when 1M+ Shopify merchants go live.