OpenAI has introduced a shopping research mode in ChatGPT, transforming the chatbot into a guided product advisor to assist with holiday shopping. This feature is rolling out today on web and mobile for logged-in Free, Go, Plus, and Pro users. It addresses complex buying questions by asking clarifying prompts, scanning current prices, specifications, and reviews, and then providing a concise buyer guide instead of a generic search result.
Introducing shopping research, a new experience in ChatGPT that does the research to help you find the right products.
— OpenAI (@OpenAI) November 24, 2025
It’s everything you like about deep research but with an interactive interface to help you make smarter purchasing decisions. pic.twitter.com/jksGVpCXGm
In this workspace, users describe what they need, answer follow-up questions regarding budget, recipient, and key features, and then interact with product cards by marking items as “not interested” or “more like this” before ChatGPT finalizes the shortlist. It operates on a GPT-5 mini variant specifically trained for shopping, reading trusted retail sites in real-time, tuned against a product accuracy metric, and utilizing Memory plus shopping search signals across categories such as laptops, appliances, and outdoor gear.
ChatGPT mobile app is getting user profiles which are synchronised with Sora. It looks like a social app now!
— TestingCatalog News 🗞 (@testingcatalog) November 24, 2025
Shopping research is now there too 🛍️ https://t.co/OxgXL5NAly pic.twitter.com/GTlaMCRwGL
The launch follows OpenAI’s recent commerce features. Instant Checkout already allows U.S. ChatGPT Free, Plus, and Pro users to purchase from Etsy and select Shopify merchants within the chat, powered by the open Agentic Commerce Protocol and major payment partners, while merchants integrate through product feeds and ACP-based checkouts. Together with ChatGPT Pulse, which can display shopping research cards based on earlier chats, OpenAI is transforming ChatGPT into a comprehensive shopping funnel that links deep research, merchant discovery, and, on eligible items, one-tap checkout in a single place.
