OpenAI adds shopping features to ChatGPT

On April 28, 2025, OpenAI unveiled a significant update to its artificial intelligence product, ChatGPT, introducing shopping functionalities. This update allows users to search for products through the ChatGPT interface and be redirected to merchant websites to make purchases. The integration of shopping features into ChatGPT is seen as a strategic move that positions OpenAI in direct competition with established tech companies such as Google and Amazon, which have historically dominated the e-commerce landscape. The rollout of this feature aims to enhance user experience by providing easier access to product prices, reviews, and direct purchase links. Unlike Google's algorithm-driven approach to product recommendations, ChatGPT's shopping capabilities focus on understanding user preferences and incorporating conversational elements into product suggestions. Adam Fry, the search product lead at OpenAI, emphasized that the product results displayed through ChatGPT are not ads or sponsored content, but rather curated selections based on user queries. This differentiates ChatGPT's shopping experience from that of competitors that rely heavily on sponsored advertising to generate revenue. The new shopping feature reflects a growing trend of integrating AI with e-commerce, with the aim of making it faster and more intuitive for users to find and buy products. Nevertheless, the introduction of this feature raises questions about its potential impact on the affiliate marketing landscape, where many publishers currently earn by recommending products that lead to user purchases. Fry indicated that OpenAI will explore various methods to support monetization strategies without compromising the integrity of the shopping experience within ChatGPT. This update, while expanding the functionality of ChatGPT, is unlikely to immediately threaten Google's dominance in the search market, which still captures around 89% of global traffic. However, the addition of shopping capabilities adds a new layer of competition in an already fierce landscape, where companies like Amazon and other publishers also seek to leverage AI tools for enhanced customer experiences. The rollout of these features is expected to be gradual, with all users gaining access shortly, positioning ChatGPT as a fresh alternative in the crowded field of online shopping.