OpenAI has officially rolled out Shopping Research in ChatGPT, a new feature designed to create personalized buyer’s guides by researching products across the web. The tool is now available for all logged-in users on Free, Go, Plus, and Pro plans — both on mobile and web.
This marks a major shift in how consumers compare products, as ChatGPT now helps with deeper decision-making by gathering real-time data and generating tailored recommendations.
OpenAI is also offering nearly unlimited usage through the holiday season, highlighting its focus on enhancing online shopping experiences.
What’s New in ChatGPT Shopping Research
Shopping Research works differently from traditional ChatGPT responses. Instead of instantly generating text based on prompts, it takes users through an interactive research process:
- You describe what you’re looking for
- ChatGPT asks smart, clarifying questions
- It fetches product data from the web
- It compiles a personalized buyer’s guide
- You refine the results by marking items as “Not interested” or “More like this”
The system pulls up-to-date information such as:
- Pricing
- Availability
- Reviews
- Specifications
- Images
- Variants
- Feature comparisons
This turns product discovery into a guided conversation instead of manual research across multiple websites.
Here’s how OpenAI describes it:
“Shopping research is built for deeper decision-making. It turns product discovery into a conversation: asking smart questions, pulling accurate details from high-quality sources, and refining options based on what matters most to you.”
Where Shopping Research Performs Best
According to OpenAI, the feature delivers the strongest results in categories where structured product attributes are widely available:
- Electronics
- Beauty & personal care
- Home & garden
- Kitchen appliances
- Sports & outdoor gear
These categories are easier for the AI to evaluate using specs, reviews, and comparisons.
Powered by a Specialized GPT-5 Variant
Shopping Research runs on a shopping-optimized GPT-5 mini model, further enhanced with a post-trained GPT-5-Thinking-mini variant for improved reasoning.
Performance Improvements
OpenAI’s internal evaluation found:
- 52% product accuracy on complex, multi-constraint queries
- Compared to 37% accuracy from ChatGPT Search
Product accuracy refers to how well the recommendation matches user criteria such as:
- Price
- Color
- Material
- Feature set
- Availability
The system updates results in real time based on user actions (e.g., excluding items or refining needs).
Privacy & Data Practices
OpenAI clarifies that:
- User conversations are never shared with retailers
- Results are not ads
- All product information is drawn from publicly available retail sites
Merchants who want their products featured can join OpenAI’s allowlisting process.
Current Limitations
Despite its promising capabilities, Shopping Research is still evolving. OpenAI acknowledges that:
- Some product details may be inaccurate
- Price or availability may change before the AI updates
- Users should verify final details on retailer websites
These limitations are expected as the model relies on publicly available data that changes rapidly.
Why This Launch Matters
This update has significant implications for the future of product discovery and online shopping:
✔ Consumer Behavior Shift
Users may now conduct product comparisons, research, and shortlisting within ChatGPT, reducing reliance on traditional search engines.
✔ Impact on Retailers & Affiliates
With more early-stage decision-making happening inside ChatGPT:
- Brands must ensure their product data is structured and accessible
- Affiliate publishers may see shifts in traffic
- Visibility in ChatGPT’s system becomes a new ranking battleground
✔ An Early Look at AI-Driven Commerce
OpenAI is also preparing for future upgrades like direct purchasing inside ChatGPT through Instant Checkout, which could transform the shopping funnel.
Availability
Shopping Research is available starting today for all users logged into ChatGPT. Rollout includes:
- ChatGPT Free
- ChatGPT Go
- ChatGPT Plus
- ChatGPT Pro
Support spans both mobile apps and the web interface.
Frequently Asked Questions (FAQs)
1. What is ChatGPT Shopping Research?
Shopping Research is a new feature in ChatGPT that gathers real-time information from the web to create personalized buyer’s guides based on your needs and preferences.
2. Who can use the Shopping Research feature?
All logged-in ChatGPT users — including Free, Go, Plus, and Pro plan users — can access the feature.
3. How does this feature work?
You describe what you’re looking for, ChatGPT asks clarifying questions, fetches product data from the web, and then compiles a custom buyer’s guide with recommendations.
4. Does ChatGPT show ads or paid placements?
No. OpenAI states that results are organic and based solely on public retail data, not advertisements.
5. Does OpenAI share my data with retailers?
No. User conversations are not shared with retailers. Data is private and used solely to generate responses.
6. Which categories perform best in Shopping Research?
Electronics, beauty, home and garden, kitchen appliances, and sports/outdoor items currently produce the most accurate results.
7. Can I refine product suggestions?
Yes. You can mark items as “Not interested” or “More like this” to better tailor future recommendations.
8. Is the model always accurate with pricing and availability?
Not always. Product details may change, so OpenAI recommends checking the retailer’s site before making a purchase.
9. Can retailers request inclusion in these results?
Yes. Merchants can follow an allowlisting process to ensure their products appear in Shopping Research.
10. Will ChatGPT support direct purchases in the future?
OpenAI plans to introduce in-chat purchasing through Instant Checkout, though no release date has been announced.
