OpenAI has introduced a new feature called Shopping Research inside ChatGPT, designed to help users compare products, evaluate options, and receive customised buying guides without manually browsing multiple websites. The tool saves time by automatically scanning the web, analysing reviews, and generating a comprehensive shopping breakdown based on the user’s needs.
According to OpenAI’s announcement, Shopping Research “asks smart clarifying questions, researches deeply across the internet, reviews quality sources,” and uses past chats and memory (if enabled) to deliver a personalised, context-aware guide. While ChatGPT already answers basic shopping queries such as price checks or feature explanations the new feature is meant for deeper comparisons, helping users understand trade-offs, constraints, and value for money.
Available Across ChatGPT Plans
The Shopping Research tool is available to Free, Go, Plus, and Pro users on both mobile and web. OpenAI says eligible users will get nearly unlimited usage without restrictions.
It will also integrate into ChatGPT Pulse, the proactive research companion currently limited to Pro members. Pulse will automatically suggest personalised buyer’s guides based on a user’s past conversations.
How to Use ChatGPT Shopping Research
When users ask a shopping-related question, ChatGPT may automatically offer to start Shopping Research. If it doesn’t, the feature can be manually triggered by tapping the “+” button near the text bar and selecting Shopping research.
Once activated:
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ChatGPT opens a visual shopping interface
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Users can mark items as “Not interested” or “More like this”
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The tool refines recommendations based on feedback
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Research takes one to a few minutes, similar to ChatGPT’s Deep Research mode
If ChatGPT’s Memory setting is enabled, the resulting guide becomes even more personalised.
What You Get in the Final Buying Guide
After gathering data, ChatGPT produces a detailed guide that includes:
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Top recommended products
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Key differences and pros/cons
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Up-to-date information pulled from retail sources
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Direct links to purchase items
OpenAI says it will soon allow users to buy products directly inside ChatGPT through its Instant Checkout feature in supported regions.
Powered by GPT-5 Mini
The new feature is driven by GPT-5 Mini, a model specifically trained using reinforcement learning for shopping-focused tasks. OpenAI emphasises that the recommendations are organic and sourced from publicly available retail websites.
