Etsy launches its app within ChatGPT as it continues its AI push

Etsy has announced the launch of its native app within ChatGPT, opening up a new way for shoppers to explore its catalog of over 100 million listings.

A conversational shopping experience

The new experience is designed to move beyond traditional keyword searches. Instead of typing a phrase like “wooden coffee table” and manually adjusting filters, users can now describe what they’re looking for in natural language. For example: “Help me find a Mother’s Day gift under $100 for my mom who loves gardening.”

Now live in beta, the feature allows users to tag @Etsy directly within a ChatGPT prompt. The Etsy app then surfaces relevant product listings that users can browse, compare, and click through to Etsy for additional details or to complete a purchase.

From Instant Checkout to a native app

This isn’t Etsy’s first experiment inside ChatGPT. In September, the company became an early partner in ChatGPT’s Instant Checkout integration, which allowed users to buy products directly within the chat interface. However, the initiative ended in March, suggesting it did not perform as OpenAI had hoped. It was reported that Etsy did not see a large volume of sales from the integration, prompting the company to build a native app within ChatGPT instead.

Expanding AI-powered discovery

Alongside the ChatGPT launch, Etsy revealed it is testing a beta conversational search experience on its own platform, specifically aimed at helping users find gifts. The “gift assistant” acts as a personal shopper, offering a guided, conversational way to discover ideas, narrow preferences, and surface relevant products.

This initiative builds on Etsy’s broader AI strategy, which includes an AI-powered discovery experience featuring curated collections and a suite of seller tools. These tools include features that help generate product titles and descriptions, as well as a writing assistant to draft messages to buyers.

In 2024, Etsy introduced a new “Designed” label to identify AI content, aiming to increase transparency as AI-generated artwork becomes more prevalent on the platform.

Recent performance and strategic moves

The ChatGPT integration news comes a week after Etsy reported its Q1 2026 earnings. The company surpassed revenue expectations with $631 million in revenue, while marketplace gross merchandise sales rose 6% year over year. Active buyers increased for the first time in two years to 86.6 million, and Etsy reported 5.6 million active sellers on its platform.

In February, Etsy announced it was selling Depop to eBay for $1.2 billion in cash, a move aimed at focusing more heavily on its core marketplace.

Etsy joins a growing list of companies building native apps within ChatGPT, including Angi, SeatGeek, Tubi, and Wix. Developers have been able to build apps within the chatbot since October.