OpenAI is rolling out shopping features within ChatGPT Search, starting with fashion, beauty, home goods, and electronics categories. The shopping features will guide users to find the right product for their queries or questions.
What is shopping in ChatGPT. ChatGPT will offer recommendations for products, show product images and product reviews that it thinks you might be interested in. Plus, ChatGPT will link directly to web pages where users can buy the products. These shopping results are not paid ads, nor does OpenAI make a commission on any sales.
The data comes from structured metadata from third-party websites and data feeds.
What it looks like. Here is a screenshot of the interface, which shows a product grid with pricing, descriptions, photos, retailers like Walmart, and buy-now buttons.
We’re excited to announce we’ve launched several improvements to ChatGPT search, and today we’re starting to roll out a better shopping experience.
Search has become one of our most popular & fastest growing features, with over 1 billion web searches just in the past week
— OpenAI (@OpenAI) April 28, 2025
Availability. Shopping in ChatGPT is rolling out now across ChatGPT for ChatGPT Pro, Plus, and Free users, as well as logged-out users globally.
Wired interviewed OpenAI’s Adam Fry, who said:
“It’s not looking for specific signals that are in some algorithm,” says Fry. According to him, this will be a shopping experience that’s more personalized and conversational, rather than keyword-focused. “It’s trying to understand how people are reviewing this, how people are talking about this, what the pros and cons are,” says Fry.
Dig deeper: ChatGPT with ads: ‘Free-user monetization’ coming in 2026?
Suppose you say you prefer only buying black clothes from a specific retailer. In that case, ChatGPT will supposedly store that information in its memory the next time you ask for advice about what shirt to buy, giving you recommendations that align with your tastes.
More features. OpenAI also added new features to ChatGPT Search, including:
- Improved citations
- Trending
- Autocomplete
- Search in WhatsApp
Why we care. As OpenAI goes deeper into competing in core search, with ChatGPT, and now adding shopping features to ChatGPT Search, you have to wonder if more users will move from Google or other search engines over to ChatGPT. It also feels like OpenAI is exposing people to what ChatGPT could look like with advertising.
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