OpenAI Rolls Out Shopping Research In ChatGPT: A Smarter Way To Pick What To Buy

Choosing the right gadget, appliance or even a simple gift has become a chore. You jump across five websites, read a dozen reviews, compare specs, watch YouTube videos — and still end up unsure. OpenAI clearly saw that pain point, because it just launched a new feature inside ChatGPT called Shopping Research, built purely to simplify buying decisions.

The feature is now available on web and mobile for all logged-in users—Free, Go, Plus and Pro—and OpenAI says usage will be “nearly unlimited” through the holiday season. Think of it as ChatGPT acting like a personal shopper who actually asks questions, understands your needs and filters noise from useful information.

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What Shopping Research Actually Does

OpenAI reports that its new feature is aimed at those already using ChatGPT to evaluate products but now makes the process deeper and more interactive by simply telling ChatGPT what you want instead of browsing around for products yourself.

“I need a silent vacuum cleaner for a small apartment.”

“Suggest a gaming laptop under ₹70,000.”

“Gift ideas for a dad who loves cooking.”

ChatGPT then:

Asks follow-up questions, understands your preferences, pulls info from trusted retailers, checks pricing, specs, and availability in real time, and finally produces a clean buyer’s guide.

It works especially well in categories where comparisons matter — electronics, beauty, home appliances, garden tools, and so on.

Powered by GPT-5 mini, trained just for shopping

This isn’t just a generic chatbot doing guesswork. The feature uses GPT-5 mini, a model OpenAI tuned specifically for product research. It blends three sources:

1. Trusted web data

2. Real-time retailer information

3. Your personal context (if ChatGPT memory is enabled)

And here’s the fun part:

- You can guide it like a real assistant.

- Tap Not interested to remove products from the list

- Tap More like this to explore cleaner alternatives

- Ask for pros/cons, comparisons or cheaper options

- It learns and adjusts on the fly until it finds exactly what fits you.

Pro users get an extra boost through ChatGPT Pulse, where the model can proactively suggest accessories or items related to your previous chats. If you talked about buying a bike earlier, Pulse may recommend a helmet or smart lock later.

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How to Use Shopping Research

Using it is simple:

1. Ask ChatGPT a shopping-related question:

“Best TVs to buy right now”

2. When you see the Shopping Research option, tap to activate it.

3. Answer the short follow-up prompts (budget, size, preferences).

4. Watch the product list populate as ChatGPT researches.

5. Refine results with 'Not interested' or 'More like this'.

6. Receive a personalised buyer’s guide summarising the top picks.

That’s it. No more 20-tab comparison chaos.

Bottom Line

Shopping Research feels like the first real attempt at replacing the traditional product-hunting process. Instead of piecing together clues from scattered sites, you get one trustworthy assistant doing the scouting for you — and shaping its advice around your taste.

If you’re planning to buy anything in the next few months, this feature is worth trying immediately.