In a much-anticipated move, ChatGPT maker OpenAI has announced an integrated checkout feature that will take a cut from product sales. Here’s what it means for brands.

After announcing a partnership with Shopify in April and spending the last few months piloting a new feature with merchants that integrates a checkout within ChatGPT, on Monday, OpenAI has officially announced the launch of its Instant Checkout.

It’s going live first with Etsy in the US, where ChatGPT users with both paid and free subscriptions will be able to buy from US-based sellers without leaving their chat. In a blog post announcing the launch, OpenAI said it has “over a million” Shopify merchants coming soon, including Glossier, Skims, Spanx and Vuori. While shoppers will initially only be able to make single-item purchases within Instant Checkout, the tech company said it will expand to multi-item carts as well as more merchants and regions soon, without specifying a timeline.