OpenAI Adds Shopping Features to ChatGPT Search Tool

OpenAI has launched a major update to ChatGPT’s web search capabilities, introducing built-in shopping tools that let users browse and buy products directly from within the chatbot interface.

When users search for products—such as fashion, beauty, home goods, or electronics—ChatGPT will now show tailored recommendations, complete with images, reviews, and links to buy those items online. The feature supports natural language queries, allowing users to ask highly specific questions and receive customized product suggestions in return.

The new shopping features rolled out Monday within GPT-4o, the latest and default model powering ChatGPT. They are now available to Pro, Plus, and Free users, as well as logged-out users globally.

Taking on Google’s Search Empire

This update represents a strategic move in OpenAI’s growing competition with Google, which dominates online product search through its ad-supported business model. By contrast, OpenAI says no ads or paid placements are involved in this new shopping experience. The company also confirmed it won’t receive affiliate commissions for purchases made through ChatGPT links—at least not yet.

Instead, product results are generated using structured data from third parties, including metadata such as pricing, descriptions, and reviews.

OpenAI CEO Sam Altman, once firmly opposed to ads in ChatGPT, recently hinted at a more open stance. In an interview with Stratechery, Altman said the company might eventually consider “tasteful” advertising through affiliate links—while maintaining a policy against selling priority placement in search results.

More Features: Memory, Autocomplete, and WhatsApp Access

Looking ahead, OpenAI plans to integrate ChatGPT’s memory feature into shopping for Pro and Plus users. This would allow the chatbot to recall past conversations and tailor product recommendations based on users’ previous interests. However, due to privacy regulations, memory-based features won’t be available in the EU, the U.K., Switzerland, Norway, Iceland, or Liechtenstein.

Other new features rolling out include:

• Trending search suggestions in the ChatGPT input box, similar to autocomplete in Google Search.

• ChatGPT search on WhatsApp, allowing users to ask questions and get real-time web answers through messaging.

These tools build on previous experiments like OpenAI’s “Operator” platform, which used agents to browse the web and find shopping results. The new ChatGPT search experience delivers faster results in a more interactive and user-driven way.

Competitors: Perplexity and Gemini Enter the AI Shopping Arena

OpenAI's enhancements to ChatGPT's shopping capabilities come amid similar developments from other AI platforms:

• Perplexity AI has introduced a shopping feature for its Pro users in the U.S., allowing them to purchase products directly through its AI search engine using a "Buy with Pro" button, which utilizes saved shipping and billing information. The purchases come with free shipping. Products not supporting this feature will redirect users to the merchant's website for completion. Currently, there are no commercial incentives for purchases made via this button.
  

• Google Gemini is revolutionizing shopping with the integration of generative AI into Google Shopping. Key features include AI-generated "briefs", top product recommendations, personalized inspiration feeds, and deal finding. Users will get AI-generated briefs containing insights from 45 billion product listings and recommendations based on web content analysis.

These developments indicate a broader trend of integrating AI into online shopping experiences, with each platform offering unique features to enhance user engagement and personalization.

What This Means

OpenAI is positioning ChatGPT as more than a chatbot—it's a direct gateway to the web. By merging personalized product search with privacy-conscious design and rapid response time, the company is redefining what search can be. This rollout may signal the start of a broader shift in how we shop online: conversational, curated, and AI-driven.

The search bar is evolving—and ChatGPT is now part of your shopping cart.

Editor’s Note: This article was created by Alicia Shapiro, CMO of AiNews.com, with writing, image, and idea-generation support from ChatGPT, an AI assistant. However, the final perspective and editorial choices are solely Alicia Shapiro’s. Special thanks to ChatGPT for assistance with research and editorial support in crafting this article.