OpenAI has rolled out a major ChatGPT shopping update that introduces a new “shopping research” feature, allowing users to find and compare products by simply describing what they want. The feature is now available to all ChatGPT users across Free, Pro, Plus and Go plans, the company announced in a blog post.
According to OpenAI, the new tool helps users skip time-consuming web searches by generating tailored buying guides based on natural language prompts. Users can describe their needs—such as “Find the quietest cordless vacuum,” “Compare these bikes,” or “Suggest an art gift for a four-year-old”—and ChatGPT will return curated product recommendations. For more accuracy, the chatbot may ask follow-up questions about budget, intended use, or preferred features.
OpenAI said the system can analyze trade-offs between products, highlight differences, and note potential drawbacks. More detailed comparisons may take longer to generate as the model processes additional information. The company cautioned that the feature can occasionally make mistakes regarding price or availability, and advised users to verify details on merchant websites.
The tool is designed to perform best in categories that typically require close evaluation, such as electronics, home and kitchen appliances, beauty products, home and garden items, and sports or outdoor gear.
OpenAI also revealed that shopping research will eventually integrate with Instant Checkout, a feature launched in September that enables users to purchase eligible items directly through ChatGPT. Once fully connected, users will be able to search, evaluate and buy products within the same interface.
The rollout comes as the holiday season begins, when online product searches typically surge. OpenAI says the update aims to make gift-buying and personal shopping faster and more intuitive with AI-driven guidance.
