OpenAI has rolled out a new shopping research feature in ChatGPT that aims to make product discovery less of a hassle. Instead of jumping between websites, users can just describe what they’re looking for and get a personalized buyer’s guide in minutes.
The tool works by asking follow-up questions, checking trusted sources, and tailoring results based on past chats and memory settings. It then pulls together product options with clear comparisons, trade-offs, and current details like price and availability.
Shopping research is now available on mobile and web for logged-in users across Free, Go, Plus, and Pro plans. To help with holiday shopping, OpenAI is offering nearly unlimited use during the season.
The feature is especially useful in categories like electronics, beauty, home and garden, kitchen appliances, and sports gear.
Behind the scenes, it runs on a smaller version of GPT‑5 trained specifically for shopping tasks. It reads product pages directly, cites reliable sources, and adapts to user feedback in real time. Pro users also get integration with ChatGPT Pulse, which can suggest guides based on past conversations.
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This update makes ChatGPT more useful by simplifying research-heavy shopping decisions. Would you use this feature? And would you trust its recommendations? Stay tuned for updates.
