Etsy sellers can now do business through ChatGPT as concern over being seen by customers grows

Etsy has launched a new ChatGPT integration allowing U.S. buyers to purchase products directly through OpenAI’s platform without visiting Etsy’s website. The partnership represents a significant shift in AI-powered commerce, but seller reactions remain divided as many worry about losing customer relationships and personalized connections that define their handmade businesses.

What you should know: The integration is currently limited to sellers participating in Etsy’s Offsite Ads program, which automatically enrolls most merchants but allows some to opt out.

• Only products from Offsite Ads participants can be purchased directly through ChatGPT, while others display a “visit” button redirecting to Etsy’s main site.
• Etsy says millions of items are already available for direct purchase through ChatGPT, though the company declined to specify how many sellers participate in the required program.
• Buyers check out as guests within Etsy and must manually link their accounts later to leave reviews or contact sellers.

Mixed seller reactions: Some entrepreneurs see opportunity in AI-powered discovery, while others fear losing crucial customer connections.

• Marie Amms, who sells mugs and T-shirts, found that ChatGPT “recommends brands that wouldn’t be found higher up in the traditional Etsy search.”
• Jennifer Cupp, an artist selling paintings and prints, appreciates that ChatGPT searches are more “streamlined” than Google: “In ChatGPT, it sticks to what you ask for.”
• However, one anonymous seller expressed concern about the guest checkout system: “As a seller, my business highly depends on reviews. I can see why Etsy may see [ChatGPT] as a tool to increase sales, but to small handmade sellers like me, it feels like one more thing to worry about.”

The human touch dilemma: Sellers worry that AI-mediated transactions could strip away the personal connections that differentiate handmade marketplaces.

• Fran Hurst, a jewelry seller, noted accuracy concerns: “AI isn’t always correct. I make some jewelry using vintage components. AI consistently calls it vintage jewelry. That’s deceiving.”
• Canadian seller Bernice Ma wants the integration expanded internationally but emphasized: “The human touch is such an important part of e-commerce and my small business. If purchases are made directly through a platform like ChatGPT, some of that personal connection risks being lost.”

SEO optimization strategies: Sellers are already adapting their product descriptions to improve ChatGPT discoverability.

• Amms tailors her mug descriptions with specific TV show quotes and episode references to capture niche searches.
• Ma recently attended conferences to learn AI optimization techniques and is updating her wax seal product descriptions accordingly.

Why this matters: The integration marks one of the first major implementations of direct commerce within generative AI platforms, potentially reshaping how consumers discover and purchase products online while raising questions about maintaining authentic seller-buyer relationships in automated marketplaces.