OpenAI has introduced a new tool called Shopping Research inside ChatGPT.
It helps users find the right products by creating personalised buyer’s guides. The feature is now rolling out for all logged-in users on mobile and web.
OpenAI says this tool will make product discovery faster, easier, and more accurate—especially during the holiday season.
How the ChatGPT Shopping Feature Works
The Shopping Research tool works differently from normal ChatGPT responses. Instead of giving instant answers, it asks questions and studies the user’s needs.
Users can describe what they want. ChatGPT then asks about budget, brand choices, features, and preferences. After this, it prepares a detailed buyer’s guide based on real-time information from the web.
Key functions:
- Finds products based on price, availability, reviews, and specs
- Shows images and comparisons
- Lets users mark items as “Not interested” or “More like this”
- Updates results in real time
OpenAI says the feature works best for categories such as:
- Electronics
- Beauty
- Home and kitchen
- Garden
- Sports and outdoor goods
The tool uses a shopping-specialised version of GPT-5 mini. This model is trained to understand complex buyer needs. According to OpenAI, it gives 52% accuracy on product-related queries, which is higher than previous versions.
Also read about: ChatGPT Ads 2025: OpenAI’s Next Game-Changer for Marketing
Privacy, Limitations & What Comes Next
OpenAI confirms that user chats stay private. It does not share conversations with retailers.
All results come from publicly available stores. Merchants can join the system through an allowlisting process if they want to appear more often.
However, the company also warns that the tool can still make mistakes. Product price and availability can sometimes be incorrect. Users should always check the final details on the merchant’s website.
Current limitations to note:
- Occasional errors in product prices
- Availability may not always be updated
- Not every merchant is included yet
OpenAI also plans to bring direct shopping and checkout inside ChatGPT in the future. No launch date has been announced yet, but the feature is expected to make online shopping even smoother.
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