OpenAI has officially unveiled a new shopping feature within ChatGPT, offering users a smarter and more tailored approach to online shopping. Integrated directly into the ChatGPT interface, the tool uses artificial intelligence to enhance the shopping journey — helping users discover, evaluate, and choose products in real time, without the need to trawl through countless websites.
Far from a simple search engine, this AI-driven tool acts more like a personal shopping assistant, guiding users through five standout capabilities that could reshape how we shop online.
One standout feature is the ability to compare products without the hassle of opening numerous browser tabs. Whether it’s smartphones, headphones, or running shoes, users can ask ChatGPT to analyse specific models or entire categories. The AI then provides a side-by-side breakdown of specifications, pricing, performance, and customer feedback — essentially offering the insight of a professional product analyst, all in one place.
The tool also shines when it comes to product discovery, particularly from smaller and lesser-known retailers. Instead of limiting suggestions to dominant platforms like Amazon or Walmart, ChatGPT pulls in results from a broader spectrum of online stores. This opens the door to unique items and independent brands that might not appear at the top of traditional search engine results.
Gift shopping is another area where ChatGPT now excels. Users can simply describe the recipient’s personality, hobbies, or even the tone they’re going for — be it quirky, heartfelt or formal — and receive a curated list of thoughtful gift ideas. This feature takes the stress out of choosing the perfect present and turns it into a fun, conversational experience.
Another soon-to-launch capability is real-time alerts for price drops and restocks. Currently being rolled out to selected users, this feature allows ChatGPT to monitor specific items and notify users when prices fall or when out-of-stock products become available again — making it easier to shop smartly and avoid missing out.
Finally, the AI also offers personalised recommendations based on user preferences. Whether someone is after minimalist home décor or tech gifts under $100, ChatGPT can generate a refined list tailored to style, budget, and practical needs — complete with pros, cons, and available user reviews.
With this new feature, OpenAI is turning online shopping into an intelligent, interactive experience that goes beyond passive scrolling. Whether making a major purchase or browsing for inspiration, users now have a more efficient and engaging way to shop online.