OpenAI brings online shopping to ChatGPT

OpenAI has rolled out a new feature in the U.S. that lets ChatGPT users search for and purchase products directly within the chatbot window.

Orders can now be placed without switching to a separate app or browser. According to TechCrunch, the option is available to registered users on ChatGPT Free, Plus, and Pro plans. At launch, it supports Etsy and Shopify (the latter still in testing).

ChatGPT acts as a middleman: the bot helps users find products and, with consent, securely passes payment details to the seller. Payments can be made via Apple Pay, Google Pay, Stripe, or bank cards.

Analysts note that the move effectively positions OpenAI as a rival to Amazon and Google in e-commerce, turning ChatGPT from a digital assistant into a fully fledged shopping tool.