OpenAI has announced a major update to ChatGPT Search, integrating online shopping features directly into the chatbot experience across web and messaging platforms like WhatsApp. The move marks another step in OpenAI’s effort to compete with Google in web search — this time, targeting e-commerce.
With the new feature, ChatGPT users can now search for products using natural language queries and receive tailored shopping recommendations complete with:
- Product images
- Customer reviews
- Price and item descriptions
- Direct links to online stores
This update is available globally as of Monday for all ChatGPT users, including:
- Free and Plus users
- Pro users using GPT-4o (the default model)
- Logged-out users on chat.openai.com
No Ads, No Kickbacks—Just Smarter Shopping
Unlike Google Shopping, which is driven by paid placements and ads, OpenAI says the ChatGPT shopping results are organic. The product listings are powered by structured metadata from third-party sources, and OpenAI doesn’t earn affiliate commissions—at least not yet.
OpenAI CEO Sam Altman, who has previously criticized ad-driven models, has now hinted at potentially allowing “tasteful” affiliate monetization in the future. But the company remains committed to non-sponsored, non-prioritized results in this current rollout.
Personalized Recommendations with AI Memory
Soon, ChatGPT’s memory feature will integrate with shopping for Plus and Pro users, enabling the chatbot to recall past interactions and offer highly personalized product suggestions based on prior chats.
Note: Memory-powered shopping will not be available in the EU, U.K., Switzerland, Norway, Iceland, and Liechtenstein due to data privacy regulations.
A Faster Alternative to AI Agents
OpenAI previously tested shopping through its AI agent platform, Operator, which crawled the web in real time. But Operator’s responses could take several minutes. In contrast, the new ChatGPT shopping experience is designed to be faster and more interactive, offering instant product suggestions without the wait.
What’s New in ChatGPT Search
- Shopping integration with product links and visuals
- Trending search suggestions (autocomplete-style)
- ChatGPT Search on WhatsApp, delivering real-time product and info lookups
- Super-specific natural language queries supported across categories like fashion, electronics, home goods, and beauty
OpenAI says that over 1 billion web searches were made in ChatGPT last week, signaling strong momentum for its alternative to Google Search.
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