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

Etsy announced the launch of its native app within ChatGPT, enabling shoppers to explore its catalog of over 100 million listings using natural language. Instead of typing keywords like 'wooden coffee table' and manually filtering, users can now express specific needs, such as 'Help me find a Mother's Day gift under $100 for my mom who loves gardening.' The beta feature works by tagging @Etsy in a ChatGPT prompt, which surfaces relevant product listings for browsing, comparison, and purchase via Etsy's site. This follows Etsy's earlier experiment with ChatGPT's Instant Checkout integration, which ended in March after low sales volume. Etsy then shifted to building a native app to offer a more conversational shopping experience.

Beyond ChatGPT, Etsy is testing a beta conversational gift assistant within its own platform, acting as a personal shopper to guide users through gift discovery. This is part of a broader AI push that includes seller tools for generating product titles, descriptions, and buyer messages, as well as a 'Designed' label to identify AI-generated content. The news comes a week after Etsy reported Q1 2026 earnings of $631M, beating expectations, with active buyers rising to 86.6M (first increase in two years) and 5.6M active sellers. Etsy also recently sold Depop to eBay for $1.2B to focus on its core marketplace. Etsy joins a growing list of companies—like Angi, SeatGeek, and Wix—building native apps within ChatGPT, signaling a shift toward AI-driven commerce.