Shopping research using AI was already a popular use case, but now ChatGPT is adding a new tool that makes finding the right products even easier. This new shopping research feature comes shortly after ChatGPT introduced support for purchasing products directly without leaving the app. According to OpenAI, this new feature works like this. Here are the details.

Finding Products Is Now Easier with the New Feature

Instead of sifting through dozens of sites, simply define what you’re looking for—for example, “Find the quietest cordless upright vacuum for a small apartment,” “Help me choose between these three bikes,” or “I’m looking for a gift for my four-year-old niece who loves art.” ChatGPT’s Shopping Research feature creates a thoughtful guide to help you make a decision.

ChatGPT asks intelligent clarifying questions, conducts in-depth research online, reviews quality sources, and uses information from your past conversations and ChatGPT’s memory to create a personalized buying guide in minutes.

You can start shopping research in ChatGPT by asking a shopping-related question or manually selecting the “shopping research” option by pressing the + button. You can also fine-tune your search by adjusting the results to make more or less specific recommendations.

ChatGPT’s Shopping Research feature is available starting today via the iPhone and iPad apps, and on the web for users signed in to Free, Go, Plus, and Pro accounts. There appears to be no Mac app support at this time.

OpenAI states that this feature will be available for “virtually unlimited use” during the holiday season. The feature uses a GPT-5 mini model specifically trained on shopping queries.