OpenAI rolls out in-app shopping feature in ChatGPT challenging Google
Updated: Apr 29th, 2025
OpenAI has begun rolling out a new shopping feature within its ChatGPT app, allowing users to browse and buy products directly through the AI tool. The update is part of a wider revamp of ChatGPT’s Search mode, and is aimed at making online product discovery simpler, faster, and more user-focused.
In a post on X, OpenAI stated, “We're excited to announce we’ve launched several improvements to ChatGPT search, and today we’re starting to roll out a better shopping experience.”
According to OpenAI, the feature is available in its default GPT-4o model and is designed to show relevant shopping results based on a user’s query. When a prompt suggests an intent to shop–such as asking for costumes or tech gadgets–ChatGPT displays a visually rich carousel of product options, complete with pricing, reviews, and direct links to purchase from third-party websites.
Unlike many traditional online shopping platforms, OpenAI has stated that the products shown in ChatGPT are not advertisements. The listings are selected independently based on product metadata, user preferences, and other contextual signals. The company is also exploring ways to let merchants submit product feeds directly in the future.
The update is being rolled out to Free, Plus, Pro, and even logged-out users globally, as part of what the company calls one of its most popular and fastest-growing features. OpenAI says more than one billion web searches were conducted through ChatGPT Search in the past week alone.
While the primary goal of the shopping tool is to enhance user convenience, it also reportedly puts OpenAI in direct competition with Google, which has long integrated commercial listings into its Search experience. Unlike Google’s ad-supported model, ChatGPT’s product recommendations are currently organic–though questions remain over whether that will stay unchanged.
OpenAI has cautioned that while its system uses advanced models to interpret intent and tailor results, occasional errors in judgment can occur. Users can clarify or refine their prompts to get more accurate suggestions.
The new feature adds to a series of recent upgrades in ChatGPT, including improved autocomplete, trending search terms, and better citation formatting. Integration with messaging platforms like WhatsApp is also reportedly being expanded, as the company continues positioning ChatGPT as a comprehensive digital assistant.
With this rollout, OpenAI has taken a significant step beyond conversation and search–marking a bold entry into everyday e-commerce.
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