OpenAI targets Google again, introduces shopping feature in ChatGPT
New Delhi (The Uttam Hindu): OpenAI on Monday announced a major update to ChatGPT, allowing users to shop directly through the app. The new shopping feature is integrated within ChatGPT’s Search mode and lets users search and browse products across the web — similar to how shopping works through Google Search. In a post on X, OpenAI said, "We've launched several improvements to ChatGPT search, and today we're starting to roll out a better shopping experience." The company added that its goal is to make "shopping simpler and faster to find, compare, and buy products in ChatGPT." This new feature is part of ChatGPT's default 4-o model.
The company revealed that ChatGPT Search mode has become its most popular and fastest-growing feature, recording over 1 billion web searches in just the past week. With the update, users will now see improved product results, visual product details, pricing information, reviews, and direct links to buy — all without any advertisements. OpenAI clarified that "product results are chosen independently and are not ads." The shopping feature is gradually rolling out to Plus, Pro, Free, and even logged-out users across all regions where ChatGPT is available, with a full rollout expected over the next few days. However, early users have noted that while some product links are functional, others still face glitches, such as incorrect or inactive links — an issue OpenAI is expected to address during the rollout.
In addition to shopping, OpenAI has introduced new upgrades to ChatGPT Search, including a WhatsApp integration. Users can now send a message to 1-800-ChatGPT (+1-800-242-8478) to receive live sports scores and up-to-date answers. Search improvements also include multiple citations within a single response, a highlight interface to map citations to specific answer sections, trending search suggestions, and autocomplete functionality. This latest move comes shortly after OpenAI expressed interest in purchasing Google’s Chrome browser if antitrust proceedings force its sale. OpenAI had already been positioning ChatGPT Search as a challenge to Google Search’s dominance, and the addition of shopping intensifies the competition.
