OpenAI has launched a new shopping feature within ChatGPT that allows users to search for products and make purchases. According to Reece Rogers from WIRED, the feature will be available to all users, whether logged in or not. When users select a product, they will be redirected to the merchant’s website to complete their purchase.
Adam Fry, ChatGPT’s search product lead, explained that the tool displays product recommendations based on user preferences and reviews gathered from across the web. He emphasized that, unlike Google Shopping, the results shown are organic rather than paid placements.
ChatGPT users are already conducting over a billion web searches weekly, with many researching shopping categories like beauty products, home goods, and electronics. The new shopping interface resembles Google Shopping, displaying multiple retailers like Amazon and Walmart when users click on a product image.
The system determines product recommendations by analyzing how people review products and discuss their pros and cons. ChatGPT also maintains memory of user preferences to provide more personalized recommendations in future searches.
When asked about revenue models, Fry didn’t share specific details but indicated that OpenAI is focused on user experience first and will experiment with different affiliate revenue approaches in the future. This launch follows OpenAI’s earlier shopping-related features in 2025, including the Operator AI agent that can navigate web browsers to assist with purchases.