OpenAI rolls out shopping feature for ChatGPT users

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OpenAI has introduced a new shopping feature for ChatGPT, aimed at helping users discover products in a more personalised way.

In an X post on Tuesday (29 April), OpenAI said it launched several improvements to ChatGPT search, including a roll out for a better shopping experience. "Search has become one of our most popular and fastest growing features, with over 1 billion web searches just in the past week," the caption read.

OpenAI will be experimenting with making shopping simpler and faster to find, compare, and buy products in ChatGPT. It will also provide users with improved product results, visual product details, pricing and reviews.

Don't miss: Singapore Airlines taps OpenAI to reimagine travel with AI-first customer journey

Shopping

We’re experimenting with making shopping simpler and faster to find, compare, and buy products in ChatGPT.

✅ Improved product results
✅ Visual product details, pricing, and reviews
✅ Direct links to buy

Product results are chosen independently and are not ads.… pic.twitter.com/PkZwsTxJUj
— OpenAI (@OpenAI) April 28, 2025

In addition, the feature will provide users with direct links to purchase the product they desire. OpenAI noted that product results are chosen independently and not from ads. The shopping feature will roll out gradually over a few days.

AI's impact on the consumer shopping experience has made waves in recent times. Earlier this week, Skechers Singapore launched Luna, an AI-powered retail assistant, at its new store in Punggol Coast Mall. Shoppers can interact with Luna through an in-store kiosk or chat with her via Telegram, receiving real-time personalised style advice and product recommendations based on their outfits and preferences.

Designed using a collection of AI models, Luna enables speech-to-speech communication with customers, bridging online and offline shopping experiences. Acting as a personal stylist, Luna provides suggestions based on live conversations, aiming to make the shopping journey more convenient and tailored.

Meanwhile, in June last year, Alibaba Group’s core eCommerce division Taobao and Tmall Group (TTG) leveraged various AI features to transform the digital shopping experience while boosting operating efficiency for merchants. The series of AI-powered tools ranged from personalised consumer-facing chatbots to visual generation applications for merchants.

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