OpenAI has upgraded ChatGPT’s web search feature to include personalised shopping recommendations, offering users product images, reviews, and direct purchase links across a wide range of categories.
The new feature, integrated into the default GPT-4o model, is now accessible to all ChatGPT users globally, including free, Plus, and Pro subscribers, as well as those using the service without an account.
This update enhances the user experience by delivering tailored product suggestions in categories such as fashion, beauty, electronics, and home goods, based on the specific queries users make.
Unlike traditional online shopping platforms, OpenAI says the feature excludes advertisements and that the company does not earn commissions from purchases. Instead, shopping results are independently generated, drawing on structured metadata from third-party sources, including prices, product specs, and user reviews.
With over one billion web searches in the past week alone, the ChatGPT search feature has become one of OpenAI’s most widely used tools. The company said the move underscores its commitment to offering a user-centric alternative to ad-heavy platforms like Google.
As of February 2025, ChatGPT’s weekly active users topped 400 million, highlighting the platform’s growing global influence in the digital space.
