OpenAI adds shopping features to ChatGPT
OpenAI has introduced a new shopping feature within ChatGPT, taking another step toward enhancing the chatbot’s real-world utility and directly challenging tech giants like Google. The update allows users to browse and compare products—such as electronics, fashion items, beauty products, and home goods—directly within the app. When ready, users can click through to an external retailer’s site to complete the purchase.
While currently limited to select product categories, OpenAI plans to expand the range of items available for shopping in the future. Notably, the feature is accessible to all ChatGPT users, with or without a login.
OpenAI has rolled out new shopping capabilities in ChatGPT aimed at making product discovery, comparison, and purchase more seamless. According to the company, users will now see richer product listings that include visuals, pricing, customer reviews, and direct links to retailers—without any paid ads influencing the results.
This update positions ChatGPT as a growing competitor to Google Shopping, which has long served as a go-to platform for online shoppers and remains a core part of Google’s advertising-driven business. OpenAI’s move signals an effort to redefine how people shop online by offering a streamlined, AI-powered alternative.
Search functionality within ChatGPT is gaining rapid traction, with over a billion searches conducted through the chatbot in just one recent week. As large language models become more central to how people find information, marketing agencies are increasingly exploring ways to get brands featured directly in AI-generated responses—especially as users shift away from traditional search result clicks.
In addition to the shopping tool, OpenAI introduced several enhancements to improve usability. These include improved citation features that allow multiple sources per response, with visual indicators showing which parts of the answer link to each source. The update also brings faster, trend-aware search suggestions with autocomplete, plus expanded access to web search via ChatGPT on WhatsApp.
