Introduction
OpenAI has officially launched ChatGPT Shopping Research, a new integrated experience designed to radically transform how we search for and buy products online. Moving away from the old method of sifting through dozens of tabs and fragmented reviews, this feature acts as an intelligent personal assistant: it understands your specific needs, conducts deep web research, and delivers a personalized buyer's guide in minutes.
The most significant technical news is the engine powering this feature: a specialized version of GPT-5 mini. Available starting today for Free, Go, Plus, and Pro users (with unlimited use through the holidays), Shopping Research promises to simplify complex decisions, from finding the perfect appliance to the ideal gift.
The Problem: The Chaos of Online Search
Currently, hundreds of millions of people use ChatGPT to compare products, but they often still have to do the heavy lifting of verification. Traditional search on engines or individual e-commerce sites presents several obstacles:
- Information Overload: Too many options and technical specs that are hard to decipher.
- Fragmentation: The need to jump from site to site to compare prices and reviews.
- Lack of Context: Standard filters (price, brand) often miss nuances like "suitable for a small apartment" or "easy to fold for city sidewalks."
The Solution: Shopping Research with GPT-5 Mini
ChatGPT Shopping Research doesn't just provide a list of links. It turns product discovery into an active conversation. The system asks smart clarifying questions (e.g., about budget or usage preferences), consults high-quality sources in real-time, and synthesizes everything into a structured guide.
Performance and Technology: The Role of GPT-5 Mini
As confirmed by OpenAI, this feature is powered by a version of GPT-5 mini specifically trained with reinforcement learning for shopping tasks. This allows the model to read trusted sites, cite sources, and synthesize information with superior precision compared to previous models.
"Shopping research is powered by a version of GPT‑5 mini trained with reinforcement learning specifically for shopping tasks."
OpenAI
Internal benchmarks show a clear improvement in product accuracy (the percentage of products meeting user requirements):
| Model | Product Accuracy |
|---|---|
| Shopping Research (GPT-5 mini post-trained) | 64% |
| GPT-5-Thinking | 56% |
| ChatGPT Search | 52% |
| GPT-5-Thinking-mini | 37% |
Real Use Cases
The feature excels in detail-heavy categories like electronics, home, kitchen, and sports. Here are some concrete examples of what you can ask:
- Specific Appliances: "Find the quietest cordless stick vacuum for a small apartment."
- Direct Comparisons: "Help me choose between these three bikes" or compare lightweight strollers for city terrain.
- Targeted Gifts: "I need a gift for my four-year-old niece who loves art" or for a dad who is a fishing fanatic.
- Visual Match: Find a dress similar to an uploaded photo, but with different features (e.g., "full length and less than $250").
How to Use Shopping Research
Activating the feature is intuitive and integrated into the existing workflow:
- Automatic or Manual Start: Ask a shopping-related question, and ChatGPT will automatically suggest the "Shopping research" feature. Alternatively, you can select it from the (+) tools menu.
- Visual Interface: A dedicated interface opens where you can guide the research. You can dismiss products ("Not interested") or ask for similar ones ("More like this").
- Buyer's Guide: After a few minutes, you receive a comprehensive guide with top products, key differences, trade-offs, and up-to-date prices.
- Purchase: You can click through to the retailer's site. In the future, Instant Checkout will be integrated to buy directly within the chat.
Availability and Transparency
The feature is rolling out on web and mobile. For the holidays, OpenAI is making usage nearly unlimited for all plans (Free, Go, Plus, Pro). Additionally, for ChatGPT Pro users, the feature is integrated into Pulse, which can proactively suggest buyer's guides based on past conversations (e.g., suggesting accessories for an e-bike discussed previously).
On the privacy front, OpenAI assures that chats are not shared with retailers and that results are organic, based on reliable public sites, avoiding low-quality sources.
Current Limitations
Despite using GPT-5 mini, the system is not infallible. Errors may occur regarding volatile details like exact price or real-time availability. It is always advisable to verify on the merchant's site before finalizing a purchase.
FAQ: Common Questions about ChatGPT Shopping Research
Here are answers to the most common questions regarding the new product search feature.
Is the Shopping Research feature free?
Yes, OpenAI is currently offering nearly unlimited use of the feature to all users (Free, Plus, Pro) to help during the holiday shopping season.
Which AI model does Shopping Research use?
The feature is powered by a specific version of GPT-5 mini, optimized via reinforcement learning to analyze online products and reviews with greater accuracy.
Can I buy products directly from ChatGPT?
Currently, Shopping Research provides direct links to retailer sites. In the future, an "Instant Checkout" option will be available to buy directly from the chat with participating merchants.
Are my search data shared with stores?
No, OpenAI states that your conversations are not shared with retailers. The results are generated organically by scanning reliable public sources on the web.
For more details and to view the full charts, visit the official OpenAI page.