OpenAI has rolled out a major update to ChatGPT’s search capabilities, introducing a seamless online shopping experience directly within the chatbot. Announced on Monday, the new features allow users to search for products, receive personalized recommendations, view images and reviews, and access direct links to purchase items- all from within ChatGPT’s familiar interface.

How the New Shopping Feature Works

When users search for products in ChatGPT, the AI will now present a curated list of recommendations, complete with visual product details, pricing, and customer reviews. Each result includes a direct link to the retailer’s website, making it easy for users to compare options and make purchases without leaving the app. OpenAI says users can ask highly specific, natural-language questions, such as “best noise-cancelling headphones under $200 for travel”-and receive customized, relevant results.

Initially, the shopping tool was focused on categories like electronics, fashion, beauty, and home goods, with plans to expand as user demand grew. The feature is powered by structured metadata from third-party sources, ensuring product results are accurate and up-to-date.

Available to All ChatGPT Users Worldwide

The shopping upgrade is rolling out globally across all tiers of ChatGPT, including Free, Plus, and Pro users, as well as to people who aren’t logged in. The new functionality is live in GPT-4o, the default model for ChatGPT, and will be available in every market where ChatGPT operates.

No Ads, No Commissions-Just Smarter Shopping

OpenAI emphasizes that the new shopping results are independently determined by the AI and are not influenced by paid placements or advertising. The company will not receive commissions or affiliate revenue from purchases made via ChatGPT search, positioning the tool as a user-first alternative to ad-heavy platforms like Google Shopping. Product suggestions are based solely on structured data, such as pricing, descriptions, and reviews, rather than commercial relationships.

Additional Upgrades: Trending Searches and WhatsApp Integration

Alongside shopping, OpenAI has introduced trending and autocomplete search suggestions, making it faster to find popular products and topics, similar to Google’s search experience. ChatGPT search has also expanded to WhatsApp, enabling users to message the chatbot directly for real-time answers, product recommendations, and even live sports scores by texting 1-800-ChatGPT.

Challenging Google’s Search Dominance

This update marks OpenAI’s most direct challenge yet to Google’s dominance in online search and shopping. With over one billion web searches conducted through ChatGPT last week alone, the platform is rapidly becoming a go-to destination for information and product discovery. By offering a streamlined, ad-free, and highly personalized shopping experience, OpenAI aims to set ChatGPT apart from traditional search engines and consumer review sites.

Early User Experience and Future Outlook

While the rollout is ongoing and some users report occasional glitches, such as non-functional links or missing visuals, the core features are live and expected to improve rapidly as OpenAI gathers feedback. The company is committed to refining the shopping experience and expanding the range of supported product categories in the coming months.