OpenAI Introduces Shopping to ChatGPT Search

OpenAI has started introducing shopping features within its ChatGPT Search tool. The rollout begins with popular categories such as fashion, beauty, home goods, and electronics. The aim is to help users find the most suitable products in response to their queries or questions.

So, what exactly does shopping in ChatGPT involve? Users will receive product recommendations tailored to their search. These may include images, reviews, and other helpful information about the items. In addition, ChatGPT will provide direct links to the relevant product pages, allowing users to make purchases with ease.

Importantly, the shopping results are not advertisements. OpenAI has confirmed that it does not earn commission from any purchases made through these suggestions. This helps maintain a user-focused experience without commercial bias.

The product information shown is sourced from structured metadata and data feeds provided by third-party websites. This ensures the content is accurate and up to date, enhancing the overall usefulness of the feature.

While the feature is still being rolled out, OpenAI has previewed what the new interface looks like. A screenshot shows a clean layout with product images, names, and direct links to retailers, all embedded within the chat experience.

This new tool adds a practical layer to ChatGPT’s capabilities, making it easier for users to research and compare products while staying within the chat. It’s designed to offer a seamless experience for both casual browsing and focused shopping.

OpenAI’s move reflects a growing trend among AI tools to offer more integrated and interactive services. As more categories are added, the usefulness of shopping within ChatGPT is likely to grow.

Though still in early stages, this addition could shape how consumers research products online, combining conversational AI with curated e-commerce results.

OpenAI has started introducing new shopping features within ChatGPT Search, aiming to help users discover products in a more intuitive and interactive way. This initial rollout covers popular categories such as fashion, beauty, home goods, and electronics. The intention is to guide users through their purchasing decisions by offering tailored suggestions based on their queries or specific needs.

The new shopping experience is designed to go beyond basic product listings. ChatGPT will display product images, user reviews, and direct links to the websites where those items can be purchased. Importantly, these are not sponsored listings – OpenAI has confirmed that the results are not advertisements, and they do not receive commission from any sales generated through these links.

The product information shown in ChatGPT is gathered from structured metadata found on third-party websites and various data feeds. This allows for a wide range of options to be shown to users, based on the actual context of their question or search, rather than pre-set keywords or algorithms commonly used by traditional search engines.

Availability of these features is expanding rapidly. ChatGPT’s shopping tools are now accessible to users on all tiers – including Free, Plus, and Pro plans – and even to those who are not logged in. This global rollout makes the feature widely available, regardless of subscription status.

In an interview with Wired, OpenAI’s Adam Fry explained that this new experience is less about keyword-matching and more about understanding a user’s preferences and behaviour over time. For example, if a user mentions that they prefer black clothing from a specific brand, ChatGPT can remember that preference and factor it into future recommendations. This approach makes the interaction feel more personalised and natural, rather than like a traditional search engine.

Alongside the shopping tools, OpenAI has also introduced several new features to enhance the overall ChatGPT Search experience. These include improved citations for better information transparency, a list of trending topics, autocomplete functionality to make typing easier, and even integration with WhatsApp for more seamless access.

This marks a significant step in OpenAI’s efforts to compete directly with traditional search engines. With ChatGPT becoming a hub not just for answers but also for shopping advice, it raises questions about whether more users might start turning away from Google and similar platforms.

What’s particularly beneficial for online retailers is that OpenAI’s use of structured data means your products could appear in these shopping results without any major adjustments. As this feature becomes more established, ensuring your website has clean and accessible structured data could be key to being discoverable within this new search environment.