OpenAI is officially rolling out a new shopping feature inside ChatGPT. The tool will let ChatGPT users browse product recommendations based on their questions or search queries.

With this update, users can see curated product suggestions, compare options, and click through to buy items — all within a chat. This launch follows earlier reports suggesting OpenAI was working with Shopify to turn ChatGPT into a full shopping platform. Now, when users enter queries that suggest shopping intent, ChatGPT can display product options in a scrollable, visual carousel. 

The update covers key shopping categories like fashion, beauty, home goods, and electronics. According to OpenAI, the feature is designed to make it "simpler and faster to find, compare, and buy products" directly from the chat experience. The feature is now rolling out globally across Plus, Pro, Free, and logged-out users.

How the new ChatGPT shopping feature works

When users type a shopping-related query into ChatGPT, the chatbot will display results with product names and recommendations. Users will also see visual details like product images, prices, and customer reviews. When users find products they like, clicking it will take them to the retailer’s website to complete the purchase.  

It feels similar to using Google Shopping but inside a chat window instead of a traditional search page. This design lets users stay within the conversation while browsing options.

However, ChatGPT doesn't handle the actual payment. It’s not full-on e-commerce inside ChatGPT yet, and users won’t check out within the app. Once a user clicks on a product, they are redirected to the merchant’s site — for instance, Shopify or Amazon. 

OpenAI says the shopping results are not ads

OpenAI said the product suggestions are selected independently. They’re not ads, and OpenAI doesn’t make a commission on the purchases. The data powering these recommendations comes from structured metadata sourced from third-party websites and data feeds.

This update could give brands a new opportunity to show up right where users are making decisions. But unlike traditional ad placements, these results aren’t paid for. OpenAI says that these product selections are generated based on relevance to the user's query and context, not advertising dollars.

Though OpenAI claims the current shopping results are not ads, internal documents suggest the company is preparing to introduce ads into ChatGPT next year. That could change how product recommendations are presented, moving from neutral suggestions to sponsored placements.

How product results are chosen

OpenAI says the way ChatGPT determines what products to show depends on the intent behind a user’s query. When a user searches for an item, ChatGPT analyzes that request along with additional context, such as the user’s past preferences (if available), to decide what’s relevant.

It weighs general factors like customer reviews, price range, and ease of use. But it can also factor in specific instructions a user may have previously provided—such as a dislike for products with certain features or brands. ChatGPT says it adapts to this context to help keep results useful and personal.

This is not a personalized recommendation engine in the way Amazon’s homepage might be, but it’s moving in that direction.

How merchants get included in the new ChatGPT shopping experience 

If a user clicks on a product, they might see a list of merchants offering that item. But ChatGPT isn’t curating this list itself. Instead, the merchant data comes from third-party providers, and OpenAI says the order in which these merchants appear is mostly determined by those partners. 

There’s no re-ranking based on shipping speed, return policy, or price. That’s a key distinction from traditional marketplaces, where competitive advantage often lies in such details.

According to OpenAI, any merchant can appear in these results if their content is accessible to OpenAI’s search crawler. OpenAI’s documentation points out that sites must allow the OAI-SearchBot to index their pages. If a site’s robots.txt file blocks this crawler, their content won’t be surfaced in ChatGPT’s search experience.

Brands that want to be part of this new product discovery experience should ensure their site allows the OAI-SearchBot crawler. They can update the permissions so ChatGPT can index their pages. 

OpenAI says it’s exploring the option for merchants to submit product feeds directly, allowing for more accurate listings. While this isn’t live yet, brands can complete an interest form here to be notified once feed submissions open.

OpenAI is aiming to compete with Google Shopping and Perplexity

OpenAI is taking a bigger swing at e-commerce. This latest update mirrors what companies like Google and Perplexity AI are already doing. Google Shopping has been around for years, offering product listings with ratings and direct buying options. 

Now, OpenAI is offering a very similar experience, but within a conversational AI setting. If user behavior shows that people are willing to browse and shop inside ChatGPT, it could open the door to more e-commerce integrations. That could mean affiliate partnerships, in-chat checkout, or fully sponsored placements similar to what Amazon and TikTok are already doing.

Perplexity AI also offers a ‘Buy with Pro’ shopping feature. Anthropic’s Claude and Elon Musk’s xAI project are also developing AI-driven services that will compete with ChatGPT’s capabilities. 

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