Why ACP Matters

The case for ACP rests on a blend of market opportunity, changes in consumer behaviour, and conversion optimization.

Conversational Commerce

With over 700 million people interacting with ChatGPT every week, it represents one of the largest captive digital audiences in the world. ACP gives merchants access to this ecosystem in a native, frictionless way with no ads, no redirects, no app downloads. Just conversation.

Reducing Checkout Friction

According to research, cart abandonment remains one of e-commerce’s biggest challenges, often exceeding 70%. By embedding checkout directly into the chat interface, ACP can reduce abandonment rates by up to 35%, since users never have to re-enter data or switch contexts mid-purchase.

Enhancing Engagement and Conversion

Chat-driven interfaces create a sense of personalized assistance. Users feel guided, not marketed to. This shift in tone and interactivity has the potential to drive conversion, particularly for considered purchases where education and advice matter.

Poised for Growth

Conversational commerce is expected to exceed $12 billion in transaction volume by 2028. That's sixfold growth from where we are today. ACP is OpenAI’s attempt to standardize and scale that growth trajectory by offering a secure, universal layer that merchants can trust.

In essence, you could argue that ACP is to agentic shopping what HTTP was to the web. The enabling protocol that makes everything else possible.