OpenAI Introduces In-App Shopping Feature in ChatGPT: A Major Leap Toward Conversational Commerce

KKN Gurugram Desk | In a groundbreaking move, OpenAI has officially rolled out a new shopping feature within ChatGPT, aiming to transform the way users discover and purchase products online. With this update, users can now browse, search, and potentially buy products directly through the ChatGPT interface, making the AI tool not just a conversational assistant but a full-fledged shopping guide.

This update is currently rolling out and will be available to all users in the coming days.

A Shift Toward Conversational Commerce

The integration of shopping within ChatGPT signals OpenAI’s strategic expansion into the e-commerce ecosystem. By turning ChatGPT into a personalized shopping assistant, OpenAI is embracing the concept of conversational commerce, where users interact with AI for product discovery, comparison, and purchase recommendations.

With this update, users can expect:

• Smarter product suggestions

• Detailed specifications and comparisons

• Real-time availability and pricing info (where supported)

• Simplified product discovery through conversation

How the ChatGPT Shopping Feature Works

The shopping experience is embedded directly into the chat interface. Users can enter queries like:

• “Find me the best noise-cancelling headphones under $200”

• “Compare the iPhone 15 with Samsung Galaxy S25”

• “Where can I buy sustainable skincare products?”

ChatGPT will then present curated results that may include:

• Product links

• Technical details

• Pros and cons

• Shopping sources (via integrated partners)

While OpenAI hasn’t confirmed which retailers or e-commerce platforms are involved, early reports suggest collaborations with major online marketplaces.

Improved Search and Results Accuracy

This shopping rollout is accompanied by enhancements in search and information retrieval. With this update, ChatGPT:

• Retrieves more contextual and accurate answers

• Shows product specs, reviews, and relevant media

• Includes price comparisons and feature breakdowns

According to OpenAI, this update is designed to reduce the time users spend switching between tabs and search engines for product research.

Who Can Access the Feature?

The shopping tool is being gradually rolled out to:

• ChatGPT Plus users (GPT-4)

• Free users in supported regions

• Mobile and desktop platforms

It’s expected that all users globally will have access within a few weeks.

AI Meets E-commerce: A Competitive Shift

OpenAI’s move into shopping functionality pits it in competition with:

• Google Shopping and Search

• Amazon’s voice search via Alexa

• Apple’s Siri and Spotlight product recommendations

• Meta’s product discovery via AI-generated ads

This change could signal a new future for product discovery, where users rely more on AI recommendations than traditional search engines or static listings.

Why It Matters: AI as a Consumer Assistant

With this update, ChatGPT transitions from being a Q&A chatbot to a utility for real-time decision-making. The shopping feature can:

• Help users make smarter, informed buying decisions

• Act as a virtual product advisor

• Simplify complex comparisons between brands and models

This is particularly useful in verticals like:

• Electronics

• Home appliances

• Fashion & beauty

• Books & educational tools

Privacy and Monetization Implications

While OpenAI has not detailed whether the shopping suggestions are sponsored or ad-based, this raises questions about:

• How product recommendations are ranked

• Whether brands can influence placement

• What user data is used to personalize results

For now, OpenAI maintains its commitment to transparency and user privacy, but the commercialization angle is a space to watch.

Industry Reactions and Analyst Opinions

Tech industry experts are calling this one of the most practical and monetizable upgrades OpenAI has launched in recent months.

“Shopping is a natural next step for conversational AI. Users already ask ChatGPT for buying advice—this just closes the loop,” says Priya Desai, AI analyst at TechInsights.

Others see it as a threat to traditional search and a bridge toward AI-led commerce, potentially reducing the role of ad-heavy comparison sites.

What’s Next for ChatGPT?

This shopping tool may just be the beginning. Analysts predict upcoming features may include:

• In-app checkout capabilities

• Shopping preferences and profiles

• AI-curated wishlists and notifications

• Integration with loyalty programs or digital wallets

Such capabilities would move ChatGPT even closer to becoming a comprehensive personal assistant, capable of handling not just answers—but actions.

Competitors Responding to the Shift

Rival AI models such as Anthropic’s Claude, Google Gemini, and Microsoft Copilot may follow suit with conversational shopping features of their own. The competitive landscape of AI assistants is quickly shifting from just information delivery to commerce enablement.

OpenAI’s latest feature in ChatGPT marks a turning point in the evolution of AI assistants. By embedding shopping functionality, ChatGPT is now not just a companion for research, creativity, and conversation—but also a tool for practical, everyday decision-making.