ChatGPT Search integrates its own Shopping feature: a new strategy in its fight against Google

If OpenAI is unable to purchase Chrome, it at least aspires to resemble Google. The developer has integrated shopping functions into ChatGPT Search, its own search engine, to make it easier for its users to find and purchase products effortlessly. This new feature, called Shopping, has begun to be applied in categories of fashion, beauty, home, and electronics products.

Shopping has already been activated globally in the Pro, Plus, and free plans of ChatGPT. Additionally, it is also accessible to people who access the AI without logging in.

Shopping

We are 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

How Shopping Works in ChatGPT

Shopping has been designed to offer a seamless and personalized experience based on conversational interactions with the user. Thus, you only need to start a conversation with ChatGPT, while having the search function or “Search” active, in which you ask about a product or explain what you are looking for.

In response, after conducting a search on the Internet, the AI will provide you with a selection of products it deems suitable, including images, prices, direct links to purchase sites, and reviews. All of this will be available within the chat itself.

OpenAI has explained that the results displayed by Shopping are neither advertisements nor paid ads and that the company will not receive any commission from purchases. The data displayed by the tool comes from structured metadata from websites and third-party data sources.

Other Updates in ChatGPT Search

In addition to this, OpenAI has taken the opportunity to announce a series of improvements and new features for ChatGPT Search.

• Search in WhatsApp: Search has been integrated into the ChatGPT model available on the social network. It is now possible to send a WhatsApp message to + 1-800-242-8478 for updated answers and live sports results.
• Enhanced citations: ChatGPT will include multiple citations for a given response, providing more information and facilitating data and source verification. Additionally, the view of these elements has been redesigned to more clearly indicate which part of the AI’s response each citation refers to.
• Trends and autocompletion: search faster thanks to trending searches and autocompletion suggestions.

According to company data, Search is one of its flagship functions and is growing rapidly, “with over one billion web searches in just the past week“.

Photo: OpenAI