OpenAI has announced a major update for ChatGPT. Soon, users will be able to discover and shop for products directly through the platform. Although users won’t be able to complete purchases within ChatGPT itself, they will be redirected to the merchant’s website to finalize their orders. This shopping feature will be available to all users, whether logged in or browsing as guests.
Demonstrating the new experience, OpenAI explained that ChatGPT will assist users in researching products — whether it’s choosing the best espresso machine or the most comfortable office chair by offering suggestions based on user preferences and detailed product reviews from across the web.
OpenAI’s data shows that ChatGPT users are already conducting over a billion searches each week, across a wide range of shopping categories such as electronics, home décor, beauty products, and more.
The new shopping interface is similar to Google Shopping in many ways. When a user clicks on a product image, multiple purchasing options from different retailers, like Amazon or Walmart, will appear alongside checkout links. However, OpenAI highlighted a key difference: the product recommendations on ChatGPT are completely organic, with no paid advertisements or sponsored listings.
Instead of relying on promotional placements, ChatGPT’s system focuses on a personalized and conversational shopping experience. The AI analyzes online reviews, discussions, and real customer feedback to understand the pros and cons of products, helping users make more informed choices. If a user specifies preferences, such as favoring a particular color or brand, ChatGPT can remember those choices and tailor future recommendations accordingly.
The reviews and feedback ChatGPT uses will come from a mix of professional editorial sources and user-driven platforms like Reddit. Users will even have the option to tell ChatGPT which kinds of reviews they would prefer to prioritize in their recommendations.
One important aspect still being developed is how affiliate revenues will be managed. Typically, publishers earn a commission when users click and purchase through their links. OpenAI indicated it plans to explore various models for affiliate revenue but emphasized that, for now, the focus is entirely on delivering high-quality, user-centric product suggestions.
OpenAI has ambitious growth targets, aiming to reach $125 billion in revenue by 2029, up from nearly $4 billion in 2024. While affiliate partnerships could potentially contribute to future earnings, the immediate goal remains improving the shopping experience for users.
This isn’t OpenAI’s first step into AI-assisted shopping. Earlier in 2025, it introduced “Operator,” an AI tool capable of browsing websites to help users with tasks like booking vacations or buying groceries, though that feature is still evolving. Meanwhile, competitors like Perplexity and tech giants like Google are also integrating AI-driven shopping tools into their platforms.
With ChatGPT’s upcoming shopping feature, Indian users can expect a smarter, more personalized way to discover and shop for products online — minus the bombardment of ads and paid promotions.
