ChatGPT’s New Shopping Research Tool Compares Products for You – so You Don’t Have to Open 20 Tabs

Why It Matters

By automating product comparison and deal verification, Shopping Research could reduce friction in online shopping, drive higher engagement on ChatGPT, and position OpenAI as a go‑to shopping assistant, potentially capturing affiliate revenue and expanding its ecosystem during peak retail periods.

Summary

OpenAI rolled out a new Shopping Research tool for ChatGPT on mobile and web, available to Free, Go, Plus and Pro users ahead of the Black Friday season. The feature lets users describe a product need in natural language, then conducts two‑way conversations, asks clarifying questions and scours the web to produce a personalized buyer’s guide that compares top items and highlights trade‑offs, especially for complex categories like electronics and home goods. The guide consolidates recommendations into a single view and links to retailer sites, with future plans for direct checkout. Pro users also see Shopping Research suggestions integrated into the daily ChatGPT Pulse feed.