ChatGPT Adds Shopping Research For Product Discovery

24 Nov 2025

OpenAI launched shopping research in ChatGPT, a feature that creates personalized buyer’s guides by researching products across the web. It’s rolling out today on mobile and web for all logged-in users, with nearly unlimited usage through the holidays.

Shopping research works differently from standard responses: users describe what they need, answer clarifying questions about budget and preferences, and receive a buyer’s guide. The feature pulls information such as price, availability, reviews, specs, and images. Users can refine results with “Not interested” or “More like this.”

OpenAI states the tool is “built for deeper decision-making,” asking questions, pulling accurate details from high-quality sources, and returning options to refine. It performs best in electronics, beauty, home and garden, kitchen and appliances, and sports and outdoor.

Technically, it’s powered by a shopping-specialized GPT-5 mini variant post-trained on GPT-5-Thinking-mini. Internal evaluation shows 52% product accuracy on multi-constraint queries vs. 37% for ChatGPT Search.

OpenAI says user chats are never shared with retailers. Results are organic and based on publicly available retail sites. Merchants can appear through an allowlisting process.

The company notes limitations: the model may make mistakes on product details like price or availability, and encourages users to check merchant sites.

OpenAI plans to add direct purchasing through Instant Checkout, though no timeline was given.