What to know
- ChatGPT now includes a dedicated Shopping Assistant for product search, comparisons, and purchasing.
- The feature helps you find deals and recommend gifts based on your needs, with proactive suggestions for Pulse users.
- You can buy items directly within the chat; currently, single products, with multi-item support coming soon.
- OpenAI advises double-checking product details, as live pricing and availability may change.
On 25 November 2025, OpenAI announced its very own Shopping Research assistant for ChatGPT. This research mode builds on buyers' and users' reviews through the web and makes comprehensive information guides about the products and niches. It helps you compare products and analyse personalised options for the items you are looking for. This assistant is built on a specialised variant, GPT 5 mini, and specifically trained for shopping tasks.
When you ask a shopping-related question to ChatGPT, it automatically suggests "Shopping Research," and you can navigate to it from the "+" menu.
ChatGPT asks you clarifying questions about the product you are looking for, like budget or features, as you describe what you need. It consolidated a personalised guide which includes top picks, trade-offs, and real-time data like availability and pricing.
The best part is that you stay in control throughout the process: you can mark items as “not interested,” ask for “more like this,” or refine your preferences on the go, making the recommendations even sharper and more tailored to you.
You can use the Shopping Research assistance on every version of ChatGPT: Free, Go, Plus, Pro, mobile, and web. To smooth out holiday shopping, OpenAI is rolling it out for 'nearly unlimited usage.' Since prices and availability change quickly, OpenAI recommends verifying details on the retailer’s website. You can also make direct purchases from ChatGPT through its upcoming checkout flow, which will process orders with participating retailers.
OpenAI emphasizes that your data is not shared with retailers. According to their statement, "Shopping research is designed to be transparent and helpful. Your chats are never shared with retailers. Results are organic and based on publicly available retail sites—reading product pages directly, citing sources, and avoiding low-quality or spammy sites. Merchants who want to ensure they are available to appear in shopping research results can follow the allowlisting process here."
For ChatGPT Pro users, Pulse will use your previous chat history to surface relevant buyer’s guides and product suggestions. If you’ve discussed a category like e-bikes, Pulse may automatically present related accessories or complementary items in a structured format.
With this update, your shopping journey may become faster. Instead of juggling multiple tabs, you can get everything in one organised guide with Shopping Research.
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