Highlights
- OpenAI introduced Shopping Research in ChatGPT to simplify product discovery and comparisons.
- The tool asks clarifying questions, researches across the web, reviews sources and uses saved memory to deliver tailored recommendations.
- Shopping Research is available to Free, Go, Plus and Pro users on mobile and web, integrated with ChatGPT Pulse for Pro subscribers.
Caption – OpenAI Launches ChatGPT ‘Shopping Research’. (Image credit – OpenAI)
OpenAI has introduced a new feature within ChatGPT called Shopping Research. It is designed to simplify product discovery and comparison by conducting in-depth research on behalf of the user. Instead of manually browsing through multiple websites, users can now describe what they’re looking for and let ChatGPT build a detailed shopping guide tailored to their needs. Here’s all you need to know.
ChatGPT’s Shopping Research
Caption – ChatGPT ‘Shopping Research’. (Image credit – OpenAI)
Announcing the new feature on X (formerly Twitter), OpenAI’s official account wrote, “Introducing shopping research, a new experience in ChatGPT that does the research to help you find the right products. It’s everything you like about deep research but with an interactive interface to help you make smarter purchasing decisions.”
Introducing shopping research, a new experience in ChatGPT that does the research to help you find the right products.
It’s everything you like about deep research but with an interactive interface to help you make smarter purchasing decisions. pic.twitter.com/jksGVpCXGm
— OpenAI (@OpenAI) November 24, 2025
According to OpenAI’s blog post, the feature “asks smart clarifying questions, researches deeply across the internet, reviews quality sources,” and even uses past conversations and saved memory to deliver a personalised recommendation guide. While ChatGPT could already answer basic shopping queries such as pricing or product features, Shopping Research digs deeper and helps users understand tradeoffs, constraints, and comparisons across different models or categories.
The company also revealed that the feature will be integrated into ChatGPT Pulse, currently available only to Pro subscribers. Pulse will proactively suggest personalised buying guides based on a user’s previous interactions.
Shopping Research is available to ChatGPT Free, Go, Plus, and Pro users on both mobile and web with OpenAI saying it is offering “nearly unlimited usage” for eligible users.
How to Use Shopping Research in ChatGPT?
When users ask a shopping-related question, ChatGPT may automatically suggest switching to the Shopping Research mode. If it doesn’t, users can manually activate it by tapping the ‘+’ button below the text input field and selecting ‘Shopping research’ from the options.
Once activated, ChatGPT presents a visual interface where users can interact with product suggestions. They can mark items as “Not interested” or choose “More like this” to refine results. The feature works similarly to ChatGPT’s Deep Research mode, often taking a minute or more to generate a comprehensive buying guide.
With shopping research, ChatGPT learns what you like as you shop.
You can guide the results by marketing suggested items as “Not interested” or “More like this.”
This allows the research to adapt based on your real-time feedback. pic.twitter.com/uMShojF9NS
— OpenAI (@OpenAI) November 24, 2025
For users who’ve enabled ChatGPT’s memory, the shopping guide becomes even more personalised, factoring in previous preferences and past conversations.
After completing the research, ChatGPT provides a detailed and personalised buying guide, highlighting top products, key differences and updated information from retailers. It also shows direct purchase links. OpenAI notes that it will soon enable direct purchases inside ChatGPT for users in regions where Instant Checkout is supported.
The company confirmed that the new Shopping Research feature is powered by GPT-5 mini, which has been “trained with reinforcement learning specifically for shopping tasks.” All results are organic and sourced from publicly available retail websites.
FAQs
Q1. What is ChatGPT’s Shopping Research feature?
Answer. Shopping Research is a new mode in ChatGPT that conducts in-depth product discovery and comparisons, creating personalised buying guides for users.
Q2. How does Shopping Research personalise recommendations?
Answer. It asks clarifying questions, researches across the web, reviews quality sources, and uses saved memory and past conversations to tailor product suggestions.
Q3. Who can access Shopping Research and how is it integrated?
Answer. The feature is available to Free, Go, Plus, and Pro users on mobile and web, with deeper integration into ChatGPT Pulse for Pro subscribers.