OpenAI's merchant-side agent: write instructions, attach a product feed, publish
schwentker · x · 2026-11-16
The merchant side of the UCP flow: in Agent Builder, a merchant writes behavior instructions, adds business context (free shipping over $150, 45-day returns), attaches a product feed (18 products in the demo) and publishes a storefront agent. In testing, a shopper asking for a gift under $30 for a six-year-old gets a recommendation one tap from the product page. The author notes OpenAI is building both sides of the marketplace.
Related event: Inside UCP: How Merchants and Buyer Agents Complete Agentic Shopping(2 posts)→
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