ChatGPT's new shopping functionality from OpenAI

Published on November 27, 2025 | Updated on January 26, 2026
ChatGPT's new shopping functionality from OpenAI
OpenAI introduced Shopping Research, a specialized interactive shopping assistant in ChatGPT that creates customized shopper advice by analyzing reliable retail sources and posing focused preference-related queries.

The specifics:

The feature is based on a GPT-5 micro version that has been optimized for product discovery and trained to give organic reviews precedence over promotional information.

After describing their needs and responding to quiz-style questions about their tastes and budget, users obtain well chosen guides with ten to fifteen possibilities in a matter of minutes.

According to OpenAI, the functionality will soon incorporate Instant Checkout for direct transactions and excels in electronics, cosmetics, home products, and outdoor gear.

Throughout the holidays, "nearly unlimited usage" is accessible across all ChatGPT packages.

OpenAI is still working to make ChatGPT the central hub for the whole purchasing process, from search to payment. The pieces are in place for OpenAI to confront Google in a significant disruption to conventional online shopping, even though we haven't yet seen advertisements or the hinted vendor revenue streams.

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