OpenAI has rolled out a new Shopping Research feature in ChatGPT designed to help users make smarter buying decisions. Unlike standard ChatGPT, which is best for quick queries like checking a price or confirming a feature, Shopping Research provides deeper comparisons, more context and clearer trade-offs between products. The tool gathers up-to-date information from multiple sources to help users weigh options, understand pros and cons and make more informed choices.
The Shopping Research feature turns product discovery into an interactive conversation. Instead of presenting a simple list of products, it begins by asking follow-up questions to understand what matters most to the user, such as budget, performance, size, durability, or other specific needs. OpenAI explained, “The aim is to narrow down choices in a way that reflects the user’s actual needs rather than offering a generic recommendation.” Users then receive a personalised buyer’s guide highlighting top products, key differences, trade-offs and updated details from reliable retailers. Any shopping-related query triggers the option automatically, or users can select “shopping research” from the (+) menu.
Shopping Research is powered by a version of GPT-5 mini trained specifically for shopping-related tasks. The tool pulls information from trusted sources, cites them and combines details from multiple places to create a clear, concise summary. It works interactively, updating results in real time as users provide new preferences or constraints. OpenAI noted that responses may take a few minutes because the tool collects and reviews detailed information, allowing it to provide more thorough explanations, especially for long-term use, technical specifications, or complex trade-offs. Standard ChatGPT remains ideal for simple or fast queries.
The feature is being rolled out on mobile and web for all logged-in ChatGPT users across Free, Go, Plus and Pro plans. OpenAI is currently allowing nearly unlimited use for all plans for a limited period. Shopping Research will also be available in ChatGPT Pulse, currently for Pro users, which can offer personalised buyer guides based on past conversations.
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