Walmart said Tuesday it has reached a deal with OpenAI that will let customers and Sam’s Club members buy products directly inside ChatGPT using Instant Checkout. The companies did not say when the feature will go live, only that it is coming soon and that it will extend to third-party marketplace sellers later this fall. Shoppers will link their Walmart accounts, then hit a buy button in the ChatGPT app.

For Walmart, the pitch is a leap past the search bar. CEO Doug McMillon said e-commerce has been a search box and a long list of results for years, and that a native AI experience is coming that is multi-media, personalized and contextual. OpenAI’s Sam Altman framed it as making everyday purchases a little simpler.

OpenAI introduced Instant Checkout in late September with Etsy, and said more than a million Shopify merchants would follow. The retailer already runs its own AI assistant, Sparky, and uses ChatGPT Enterprise internally.

Terms were not disclosed. OpenAI has said it will charge a fee on transactions completed through ChatGPT. Walmart shares rose nearly 5% on the news, touching a 52-week high.