OpenAI has launched a new shopping tool within ChatGPT Search, aiming to redefine online product discovery and rival Google's dominance in e-commerce searches. The feature began rolling out on 28 April 2025 and is designed to allow users to receive tailored product recommendations by asking detailed questions in natural language.
This new integration displays product cards with images, prices, reviews, and purchase links. It currently focuses on categories such as fashion, beauty, electronics, and home decor. When a user selects a product, a sidebar presents further details, including options from various retailers and summarised reviews from multiple sources.
Although the visual layout resembles Google Shopping, OpenAI states that the results are entirely organic. 'They're not ads. They're not sponsored,' said Adam Fry, product manager for ChatGPT Search. OpenAI has also confirmed that it does not receive commissions or affiliate earnings from purchases, though CEO Sam Altman has suggested the company may explore "tasteful" advertising models in the future.
The tool leverages user interactions to personalise recommendations, and will soon integrate with ChatGPT's memory feature for paid subscribers. However, this memory function is not available in the EU, UK, Switzerland, Norway, Iceland, and Liechtenstein due to local privacy regulations.
The feature builds on OpenAI's previous AI shopping tool "Operator", but is faster and more interactive. Swedish SEO expert Pontus Vippelius noted that OpenAI aims to create a "high-class shopping engine" by combining natural language processing with real-time product data.
Despite the promising launch, early tests by The Verge highlighted that the tool can occasionally surface inaccurate product information, indicating that user discretion remains essential.
The rollout also follows recent discoveries of backend integration with Shopify, as reported by Ehandel.se.
Source: www.ehandel.se