OpenAI has officially entered the world of e-commerce, rolling out a new shopping feature across ChatGPT that allows users to search for, compare, and purchase products directly within their chats.
As per the information, this was announced on Tuesday, is being introduced to all users — including those on Plus, Pro, Free, and even logged-out sessions — wherever ChatGPT is available. Integrated into the latest GPT-4o and GPT-4o-mini models, the shopping experience is designed to feel natural and personalized, blending seamlessly with users’ search and conversation habits.
When users express a shopping intent — such as searching for “costumes for my two dogs” — ChatGPT will now present curated product options in a visually rich carousel. Each listing offers detailed product information, personalized recommendations, pricing, user reviews, and direct purchase links, all within the same conversation. 
Importantly, OpenAI emphasized that the products displayed are not advertisements. The AI selects them independently based on relevance to the user’s query and context, which may include memory settings or custom instructions. “Users can now search for a product, compare options, and buy products in ChatGPT,” OpenAI said, noting the goal is to simplify online shopping by meeting users where they already are — in conversation.
Prices shown in ChatGPT’s initial product listings typically reflect the offer from the first merchant listed, though this may not always be the lowest available. After clicking on a price, users can explore additional purchasing options from other sellers, ensuring a broader marketplace view.
OpenAI also confirmed that third-party providers supply the pricing and review data, aiming to keep listings up-to-date and comprehensive.
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