OpenAI has launched new shopping capabilities in its ChatGPT chatbot, enabling users to more easily find, compare, and purchase products directly through the platform.

The features, announced Monday (April 28) in posts on X, include enhanced product results, visual details such as pricing and reviews, and direct links to purchase items.

OpenAI said the product listings are selected independently and are not advertisements.

The rollout began Monday and is expected to complete within days.

The update is available to Plus, Pro, Free, and logged-out users.

The company also reported improvements to ChatGPT’s search functionality, citing over one billion web searches conducted in the past week.

Updates include the ability to send WhatsApp messages to ChatGPT for real-time answers and live sports scores, as well as trending search suggestions and autocomplete features to speed up queries.

Responses now provide multiple citations for greater transparency.

Generative AI tools like ChatGPT have increasingly influenced consumer behavior, particularly during the holiday season, when AI-assisted product searches contributed to higher online retail traffic.

OpenAI’s move follows broader industry trends.

Google in March introduced AI-driven immersive shopping features for fashion and beauty, while Perplexity launched an AI shopping assistant in late 2024.

The developments mark an intensifying race among tech firms to integrate AI into eCommerce, reshaping the future of digital shopping.