ChatGPT has launched a new Shopping Research feature that acts as a personal shopper, letting users describe what they want and receive tailored buyer’s guides with comparisons, pros and cons, prices and recommendations. Available to all logged-in users, it helps simplify product research during busy shopping periods and marks a major step in turning ChatGPT into a full service shopping assistant.
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GLO27 November 2025
ChatGPT — the popular AI chatbot from OpenAI — just got a major upgrade: a new feature called Shopping Research that aims to make online shopping easier and smarter.
Now, instead of juggling multiple tabs and product pages, you can simply tell ChatGPT what you’re looking for — whether it’s a quiet vacuum cleaner for a small flat, a birthday gift, or a high-performance laptop under a certain budget. The AI then asks a few clarifying questions (about budget, features, preferences) and builds a tailored buyer’s guide that compares options from across the web.
The guide typically includes product specs, pros and cons, reviews, price ranges and availability. As you scroll through options you can refine the results by marking things “more like this” or “not interested,” helping the AI narrow down the best fit for you.
Shopping Research is now available to all logged-in ChatGPT users — including Free, Go, Plus and Pro plans — on both web and mobile. To support the heavy demand during the holiday season, OpenAI is offering “nearly unlimited” usage throughout the end-of-year sales rush.
This new feature transforms ChatGPT from a general Q&A assistant into a full-blown personal shopping helper. For many users, it could significantly reduce the time and hassle involved in researching, comparing and deciding on purchases — especially during busy sale periods like Black Friday.
OpenAI also plans to expand the tool further. In future updates, Shopping Research may integrate with its “Instant Checkout” feature, enabling users to complete purchases directly in ChatGPT for eligible merchants.
Source: ChatGPT
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