OpenAI launches “shopping research” tool inside ChatGPT

OpenAI has introduced a new shopping research feature in ChatGPT, designed to help users search for products and compare options.

If your query is related to shopping, the chatbot will suggest running a product research session or you can enable the feature manually.

ChatGPT will ask for budget and requirements, pull up-to-date information from the web, and let users mark items they like. Within minutes, it generates a brief guide with recommendations, key differences between products, and details sourced from retailers. When Memory is enabled, the tool can factor in previous conversations.

Purchases still have to be completed on retailer websites, but OpenAI says it plans to add in-chat payments for Instant Checkout partners. The feature runs on GPT-5 mini, a model trained specifically for shopping assistance, although the company advises users to verify details directly with sellers.

The tool is gradually rolling out to all logged-in ChatGPT users, including those on Free, Go, Plus, and Pro plans, starting November 24, 2025. During the holiday season, access will be almost unrestricted.