OpenAI’s new ChatGPT Shopping Research feature has started rolling out to users, introducing a new way to discover and compare products through AI-driven research. Instead of scanning dozens of websites, ChatGPT can now act as a personal shopper that gathers information, reviews, and comparisons into a single interactive experience. The feature is available for all logged-in users on desktop and mobile across Free, Go, Plus, and Pro plans.
The system transforms shopping into a guided conversation. You describe what you’re looking for, ChatGPT asks clarifying questions, and then it performs real-time research from verified online sources. Within minutes, it delivers a buyer’s guide that breaks down product features, value, and tradeoffs, all with direct links to reputable sellers.
How It Works
When you begin a session by selecting Shopping Research or simply typing a product request such as “I need new socks,” ChatGPT automatically activates its research mode. It then searches across trusted sources for accurate and up-to-date product information. You can refine results mid-conversation by asking for alternatives, cheaper options, or different brands. This makes the process feel more like talking to a knowledgeable personal shopper than using a traditional search engine.
Example: Finding New Socks
When a user types “I need new socks,” ChatGPT’s Shopping Research tool begins evaluating real-time listings and reviews to produce a full buyer’s guide. In this case, it provided a detailed summary of five popular socks from Darn Tough, Bombas, Smartwool, UNIQLO, and Pantherella. The guide included product descriptions, pricing, comparisons, and even real-world reviews from sources like Runner’s World, The Guardian, and GQ. Each recommendation included strengths, tradeoffs, and specific reasons to choose one option over another.
For example, ChatGPT identified Darn Tough Men’s Vert Micro Crew Ultra-Lightweight Running Socks as the best overall pick for durability and comfort under $30, noting the brand’s lifetime guarantee and excellent third-party reviews. It also highlighted Bombas and Smartwool for premium comfort, UNIQLO for value, and Pantherella for dress wear. The result felt like a condensed version of expert shopping guides found in major tech and lifestyle publications, produced in under two minutes.
Why It Matters
The ChatGPT shopping research experience represents a shift in how people shop online. Instead of passively browsing search results, users now receive AI-curated comparisons that factor in verified data, user sentiment, and product reliability. The assistant focuses on trust and transparency, citing real sources and avoiding low-quality or spam-filled pages.
For frequent online shoppers, this feature offers a faster, smarter alternative to endless scrolling and conflicting reviews. For brands and retailers, it emphasizes product quality and reputation over aggressive marketing. As OpenAI expands the feature, users can expect even more categories, improved personalization, and direct checkout options through participating merchants.
Getting Started
To try ChatGPT Shopping Research yourself:
- Open ChatGPT on web or mobile and log in.
- Click the Shopping Research button or ask a product-related question like “Find the best coffee maker under $200.”
- Answer any clarifying questions about your preferences or budget.
- Review the interactive buyer’s guide that ChatGPT creates based on live data.
It’s an intuitive, fast, and transparent way to shop with the help of AI. Whether you’re buying headphones, furniture, or clothing, ChatGPT Shopping Research offers an organized, ad-free experience built around accurate information and user feedback rather than sponsored placements.
As this feature continues to evolve, it could reshape how people research products online, making shopping through ChatGPT one of the most practical real-world uses of AI so far.
