In a blog post, the company said the new tool is designed to simplify online shopping by generating tailored buyer guides based on user queries.

“Instead of sifting through dozens of sites, you can just describe what you’re looking for,” OpenAI said, noting the system can help compare items, suggest gifts, and answer targeted product questions.

The tool uses ChatGPT’s memory and context to ask clarifying questions, analyse sources across the internet, and deliver customized recommendations within minutes.

OpenAI said the feature will be available on mobile and web for logged-in users across all plans—Free, Go, Plus, and Pro. Nearly unlimited usage will be offered during the holiday period.

"Hundreds of millions of people use ChatGPT to find, understand, and compare products. They want help making sense of the options and deciding what fits their needs, budget, and preferences," OpenAI said.

The company said: " Shopping research is built for that deeper kind of decision-making. It turns product discovery into a conversation: asking smart questions to understand what you care about, pulling accurate, up-to-date details from high-quality sources, and bringing options back to you to refine the results. It performs especially well in detail-heavy categories like electronics, beauty, home and garden, kitchen and appliances, and sports and outdoor."

OpenAI said that for simple shopping questions like checking a price or confirming a feature, users can now depend on ChatGPT response.

"But when you want depth—comparisons, constraints, tradeoffs—shopping research takes a few minutes to give you a more detailed, well-researched answer," the company shared details.