OpenAI is transforming ChatGPT into a shopping assistant, marking the beginning of a new era in “conversational commerce” and posing a direct challenge to tech giants like Google, Amazon, and media-backed review platforms.
On April 28, OpenAI introduced a significant shopping update to ChatGPT, providing users with:
- Customized product suggestions
- Comparative pricing options
- User reviews and direct purchase links
This feature is available to all users, including free, Plus, and even logged-out visitors.
“We aspire to create a new type of conversational shopping experience within ChatGPT,” stated Matt Weaver, OpenAI’s EMEA solutions head.
How it Works
Users can now request shopping advice from ChatGPT, such as “best red t-shirt under $30,” and receive visual displays, retailer options, user reviews, and purchase links.
OpenAI emphasizes that product results are generated by AI and are not influenced by advertisements or sponsored content.
Shopping
We’re working on making it easier and quicker to find, compare, and purchase products in ChatGPT.
✅ Enhanced product results
✅ Visual product details, pricing, and reviews
✅ Direct purchase linksProduct results are selected independently and are not ads.… pic.twitter.com/PkZwsTxJUj
— OpenAI (@OpenAI) April 28, 2025
ChatGPT is already experiencing over a billion searches weekly, now competing directly with:
- Google, which leads in search but is losing ground on commercial inquiries
- Amazon, which has introduced its own AI shopping assistant
- Publishers that depend on affiliate links for revenue from reviews
A Game-Changer
ChatGPT intends to streamline the multi-tab shopping process—researching, comparing, reviewing, and purchasing—into one chat-driven interface.
It will also adapt to users’ preferences by retaining past conversations to personalize future suggestions (note: memory features are disabled in the EU and UK for privacy compliance).
More than Just Search—Strategic Insight:
With a projected revenue of $125 billion by 2029, OpenAI is investigating affiliate models but emphasizes that it’s prioritizing quality user experience first.
“It’s about understanding how users are reviewing products and discussing them,” explained Adam Fry, OpenAI’s search product lead.
The landscape of online shopping may be forever altered. ChatGPT is evolving beyond a simple chatbot; it’s aiming to disrupt the digital storefronts of its major competitors.
