| 03.12.2025 | 02 min |
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.
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.
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.
Jule Langheim studied media management at the Würzburg University of Technology. At eology she is part of the marketing team responsible for creating content and marketing the agency via social media channels.
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