OpenAI introduces shopping research feature on ChatGPT
ChatGPT continues gaining functionality as a smart assistant for online shopping.
Users of ChatGPT, the generative AI model from research and deployment company Open AI, now have access to a new experience called shopping research. Consumers can describe what type of product they are looking for using natural language, such as “I need a gift for my four-year-old niece who loves art,” and shopping research will build a product guide.
As part of the process, ChatGPT will ask clarifying questions, research across the internet, review sources, and leverage its understanding of the user from past conversations and their ChatGPT memory to deliver a personalized buyer’s guide in minutes.
Shopping research is rolling out on mobile and web for logged-in ChatGPT users on Free, Go, Plus, and Pro plans. Nearly unlimited usage will be available to users of all plans through the holidays. According to OpenAI, the feature performs especially well in detail-heavy categories like electronics, beauty, home and garden, kitchen and appliances, and sports and outdoor.
If a customer would like to purchase a recommended item, they can click through to the retailer’s site to do so. In the future, consumers will be able to purchase directly through ChatGPT for retailers that are part of Instant Checkout, a new offering from OpenAI that enables users to discover, browse, and purchase items directly from partner retailers within the ChatGPT environment, where available.
Walmart and Sam’s Club also recently began enabling customers to complete purchases directly within ChatGPT. Other retailers that have been offering ChatGPT-enabled shopping via Instant Checkout include Target (via its consumer app), as well as e-commerce platform Shopify and online retailer Etsy.
[READ MORE: Walmart to enable shopping directly in ChatGPT]
In addition, PayPal will allow its users to make purchases directly within ChatGPT beginning in 2026.
How it works
Customers can ask a shopping question and ChatGPT will suggest shopping research automatically. They then tap it to begin or can also select “shopping research” from the (+) menu.
When customers start, ChatGPT opens a visual interface where customers can chat and share feedback on product options to guide the research. They explain what you’re looking for and answer clarifying questions about things like budget, who the item is for, or which features their care about. If memory is turned on, the research can be tailored even further.
In the background, ChatGPT looks across the internet for up-to-date information like price, availability, reviews, specs, and images, and brings options back as it goes. Shoppers can guide the research along the way by interacting with suggested products and marking items as "Not interested" or "More like this." This allows the research to adapt based on real-time feedback.
