Let’s be honest—online shopping can be a real headache sometimes. One minute you’re searching for a black hoodie, and the next you’ve got 12 tabs open, 5 “maybe” items in carts across different sites, and zero actual purchases. It’s overwhelming. That’s why the latest update from OpenAI is pretty exciting: ChatGPT can now help you shop.
No, it’s not taking over Amazon or launching a store of its own. But it is now offering shopping assistance directly inside the chatbot. That means you can ask it for product recommendations, and it will serve up results tailored to what you’re looking for.
So, what exactly is new?
OpenAI has added shopping features into ChatGPT (starting with the web version). This means you can now ask for specific product ideas, and it’ll give you recommendations that include images, prices, reviews, and even links to buy the item directly.
And this isn’t just some generic product dump. ChatGPT actually takes your preferences into account. If you tell it, “I’m looking for minimalist desk lamps under £40 that’ll fit in a small bedroom,” it’ll show you several options that match—not just the top-selling or most advertised items.
According to OpenAI, the goal is to keep the recommendations clean and unbiased. So instead of pushing whatever company paid the most for a top spot, ChatGPT is trying to give you results that are most likely to match with your needs and wants.
Why is this different from just googling?
First, Google is built around search and ads. That’s not necessarily a bad thing, but it does mean that the top results are often paid placements. Plus, Google doesn’t know much about you—unless you’re signed in and have your whole history tracked.
ChatGPT, on the other hand, works more like a conversation. You don’t have to type in perfect search terms or scroll through a bunch of irrelevant pages. You can just talk to it like a person: “I need a comfy office chair that won’t break the bank,” and it’ll respond in plain language with a short list of chairs that fit your criteria.
Also, ChatGPT can remember your preferences (if you let it). So over time, it gets better at knowing your taste and style. If you always look for budget-friendly items or prefer certain colors or brands, it can learn and adapt. That’s something a standard search engine just doesn’t do.
Who is this for?
The shopping feature is for anyone, but it’s especially for people who want to save time or get overwhelmed by choice. If you’ve ever tried to find something specific—like a gift for someone who’s impossible to shop for, or the perfect piece of decor for your place—this could take a lot of friction out of the process.
It’s also great if you don’t feel like doing a ton of digging. You just tell ChatGPT what you’re looking for and let it do the work for you.
For brands and retailers, it’s a new way to get in front of shoppers—though not by paying for ads. OpenAI is working with sellers to include their product feeds, but the actual ranking and recommendations are based on usefulness, not payment. That could be a game-changer if it stays that way.
Built for the way we shop now
This isn’t just about convenience—it’s also about changing how we approach online shopping. Let’s be honest, most of us rely on reviews, social media, and recommendations from mates before we buy anything. We want to know what real people think and what’s worth for our money.
ChatGPT leans into that by helping you do your research faster. It gathers data on reviews, summarises pros and cons, and presents it in a straightforward way. It doesn’t just list options; it helps you decide—which is half the battle.
Gen Z and Millennials will probably love this
Let’s be real—this kind of tool is aimed squarely at shoppers who are already used to making purchases based on online research. Gen Z and millennials are especially into comparing reviews, looking at what influencers are using, and hunting for a good deal. ChatGPT makes all of that way easier.
And it doesn’t hurt that the tool feels a bit like chatting with a friend. It’s not formal, it’s not clunky, and it doesn’t hit you with 50 irrelevant links when you’re just trying to find a decent pair of jeans.
Privacy and Personalisation
Now, some people might be thinking, “Hang on—if it remembers my preferences, is this going to track everything I do?” Fair question. OpenAI has said that users can control how much data the chatbot remembers, and you can clear your history at any time. So, it’s not trying to be creepy—it’s just trying to be more useful the more you use it.
Think of it like teaching your mate what you like. The more you tell them, the better recommendations they can give. But you can also choose not to share everything, and that’s totally fine too.
Is this the future of online shopping?
It’s early days, but this definitely feels like a glimpse into where e-commerce is heading. Instead of clicking through countless pages and reading product specs until your eyes blur, we’re moving towards a simpler, more human approach.
AI won’t replace shopping sites, but it could become the layer that connects everything—bringing together prices, styles, reviews, and availability in one chat. That could seriously cut down on decision fatigue and make shopping a bit more enjoyable.
Conclusion
This update to ChatGPT might not sound revolutionary at first, but once you try it, you’ll probably start wondering why shopping didn’t always work like this. It’s fast, it’s flexible, and it ‘listens’ to what you want.
Whether you’re after a specific item or just need ideas, this new tool could become a go-to part of your shopping routine. So next time you find yourself drowning in shopping tabs, maybe give ChatGPT a go. It might just become your new favourite personal shopper.
