Shopping with ChatGPT: OpenAI as a shopping advisor
03.12.2025
02 min
eologyeo:newsShopping with ChatGPT: OpenAI as a shopping advisor
ChatGPT is getting a new feature: With Shopping Research, OpenAI wants to make product searches much easier for users. Instead of searching countless websites and manually comparing prices, all you need to do is ask the chatbot and Shopping Research will deliver a customized selection of suitable products within minutes.
How Shopping Research works
When users ask ChatGPT about a specific product, Shopping Research is activated automatically or can be started manually via the menu. The user specifies their budget, special wishes, or requirements. ChatGPT asks questions to refine the profile, then researches current prices, availability, reviews, and technical data from various retailers in the background and summarizes everything in a clear guide.
At the end, the user receives a personalized recommendation list with the advantages and disadvantages of the respective products – including a link to the retailer and purchase option. According to OpenAI, the system is based on a specially adapted version of GPT-5-mini that has been optimized for shopping queries.
The rollout is happening just in time for the 2025 holiday season: many households are now starting to buy gifts and tech gadgets, and the amount of research involved is increasing. OpenAI is thus addressing the common user experience that product searches on the web are often confusing and time-consuming.
Shopping Research is particularly well suited for products in areas such as electronics, home & kitchen, beauty, sports, gardening, and gift ideas. Both free users and subscribers to ChatGPT (Free, Go, Plus, Pro) can use the feature immediately on the web and on mobile devices.
But beware!
OpenAI points out that, despite all due care, prices, availability, and delivery times can change quickly. Users should therefore always check the retailer’s website before making a purchase. In addition, the selection and recommendations may be limited for very specific or extensive product requests. However, in a test, our eos ended up at non-German retailers or blog posts with product recommendations instead of the actual shop.
In the future, direct purchases via “Instant Checkout” will be possible at selected retailers – but for now, purchases are still made via the retailer’s website.
Author
Jule LangheimMarketing Manager
Jule Langheim studied Media Management at the Technical University of Würzburg. At eology, she is part of the marketing team, working both in front of and behind the camera, where she is responsible for content planning and creation. She is also in charge of promoting the agency across social media channels and running eology's webinars.
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