OpenAI is transforming ChatGPT into a shopping assistant, heralding a new era of “conversational commerce” that directly competes with tech giants like Google, Amazon, and media-backed review platforms.
On April 28, OpenAI introduced a significant shopping update to ChatGPT, equipping users with:
- Tailored product recommendations
- Comparative pricing options
- Customer reviews and links for direct purchasing
This feature is accessible to all users, including free, Plus, and even those logged out.
“We aim to introduce a new conversational shopping experience within ChatGPT,” stated Matt Weaver, OpenAI’s EMEA solutions head.
How It Works
Users can now seek shopping guidance from ChatGPT by asking questions such as “best red t-shirt under $30,” receiving visual displays, retailer choices, user reviews, and direct purchase links in response.
OpenAI emphasizes that the product results are determined by AI, not influenced by advertisements or sponsored content.
Shopping
We’re working on making shopping easier and quicker for users to find, compare, and buy products in ChatGPT.
✅ Enhanced product results
✅ Visual details, pricing, and reviews
✅ Direct buying linksIndependent product selection; no ads involved.
— OpenAI (@OpenAI) April 28, 2025
ChatGPT is already facilitating over a billion searches weekly, competing directly with:
- Google, which holds a dominant position in search but is losing traction in commercial inquiries
- Amazon, which has launched its own AI shopping assistant
- Publishers, who depend on affiliate links for revenue generated through reviews
A Game Changer
ChatGPT aims to streamline the complexities of online shopping by combining research, comparison, reviews, and purchasing into a single chat-driven interface.
It will also learn from user preferences, retaining past conversations to customize future recommendations (noting that memory features are disabled in the EU and UK due to privacy regulations).
Not just a search tool, but a strategic guide:
With an anticipated revenue of $125 billion by 2029, OpenAI is exploring affiliate models while prioritizing a high-quality user experience.
“It seeks to understand how users are reviewing and discussing products,” commented Adam Fry, OpenAI’s search product lead.
The landscape of online shopping may be on the brink of transformation. ChatGPT is evolving beyond a mere chatbot and is targeting the digital storefronts of its major competitors.