OpenAI Launches Shopping Research Across ChatGPT

OpenAI announced that its new shopping research feature is now available to every ChatGPT user, whether on a free or paid plan, and accessible through both mobile and web interfaces. The tool activates whenever a user asks a shopping‑related question, prompting a follow‑up button that invites further research. Built on a version of GPT‑5 mini that has been fine‑tuned for commerce tasks, the feature draws product information from quality internet sources that offer current details such as price, stock status, reviews, specifications and images.

When users engage with the feature, they are guided through a series of preference questions that let them filter results by factors such as price range, intended use and desired features. The system can also reference prior conversations if a user has enabled memory, tailoring suggestions to individual interests. For Pro subscribers, the experience is enhanced with “buyer’s guide” cards that proactively surface related accessories or complementary products based on recent chat topics.

Future Instant Checkout and Competitive Landscape

OpenAI indicated that it plans to introduce an Instant Checkout capability, which would allow purchases to be completed directly inside the ChatGPT interface with participating merchants. While the rollout of this checkout option is forthcoming, the current feature already streamlines the discovery phase of online shopping.

Other AI providers are moving in a similar direction. Google recently added AI‑powered shopping tools to its AI Mode, and Perplexity’s Comet browser now includes an agent that can shop on a user’s behalf. Industry observers have labeled this convergence of AI and e‑commerce as the “DoorDash problem,” reflecting the challenge of integrating third‑party services within proprietary platforms.

OpenAI’s shopping research underscores the company’s broader strategy of embedding practical, everyday use cases into its conversational AI, aiming to make product discovery faster and more personalized while acknowledging that users should verify details on merchant sites for the most accurate information.

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