OpenAI adds shopping features to ChatGPT search
OpenAI is making a major move into online shopping with a new update to ChatGPT's search tool, the company announced Monday. Starting today, users can search for products and receive curated recommendations, complete with images, reviews, and direct links to purchase — all within the ChatGPT interface.
The new shopping experience is launching globally across ChatGPT’s latest model, GPT-4o, and will be available to Pro, Plus, Free, and even logged-out users. OpenAI says it is initially focusing on categories like fashion, beauty, home goods, and electronics.
When users search for products, ChatGPT will offer a few top suggestions, backed by structured metadata such as pricing, descriptions, and customer reviews. Users can ask hyper-specific questions in natural language — such as “affordable running shoes for flat feet under $100” — and receive customized product results.
Importantly, OpenAI emphasizes that these results are not ad-driven. The company notes it won’t receive commissions or prioritize products through paid placement. Instead, shopping results are independently generated based on available web data, reinforcing OpenAI CEO Sam Altman's previous stance against traditional advertising models. However, Altman has recently suggested he’s open to the idea of “tasteful” affiliate links in the future, so long as they don't compromise the integrity of search results.
This update is part of OpenAI’s broader strategy to challenge Google, whose dominance in online shopping and advertising has drawn criticism over declining search quality. OpenAI reports that users made more than one billion web searches through ChatGPT just last week, signaling strong early momentum.
Looking ahead, OpenAI plans to integrate its memory feature with shopping for Pro and Plus users. This will allow ChatGPT to remember users’ preferences and past chats to make even more personalized recommendations. However, memory-based shopping will not be available in the EU, U.K., Switzerland, Norway, Iceland, or Liechtenstein, due to regulatory constraints.
In addition to the shopping upgrade, ChatGPT search will now show trending searches as users begin typing, mimicking Google's autocomplete feature. OpenAI has also expanded ChatGPT search capabilities to WhatsApp, making it easier for users to access real-time information and product suggestions via messaging.
Previously, OpenAI experimented with more passive shopping experiences through its Operator platform, which would browse dozens of pages in search of deals. In contrast, ChatGPT's new search is faster, more interactive, and designed to fit seamlessly into everyday conversations.
With these updates, OpenAI is not just evolving ChatGPT into a better search engine — it’s positioning it as a smarter, more personalized shopping companion.
