OpenAI upgrades ChatGPT search with shopping features impacting Commerce. Get Orthian’s Tech Insights on this ChatGPT update.

OpenAI Makes Waves in E-Commerce with ChatGPT Search Upgrade

The world of AI and e-commerce is constantly evolving, and the latest news from OpenAI is set to make a significant impact. OpenAI has recently integrated shopping features directly into its ChatGPT search functionality. This strategic move is more than just a new feature; it represents a notable step in how conversational AI can influence online commerce and the broader landscape of digital transformation.

Deep Dive into ChatGPT’s New Shopping Capabilities

This exciting update allows users to find products within ChatGPT across various categories, starting with fashion, beauty, home goods, and electronics. When you search for an item, ChatGPT goes beyond standard web results to provide rich product details, including images, reviews, and direct links to purchase the items online. This seamless experience is enhanced by the ability to use natural language for highly specific queries, leading to tailored results.

The rollout of these features began on April 28, 2025, becoming available globally to all ChatGPT users (Free, Plus, Pro, and even logged-out users) through the default GPT-4o model.

Competing in the Digital Commerce Arena

This move is a clear signal of OpenAI’s ambition to compete in the digital commerce search space, challenging established players like Google. OpenAI aims to offer a more streamlined and personalized product discovery experience, addressing potential user frustrations with traditional search results often heavily influenced by advertising. The rapid growth of ChatGPT’s search usage, with over a billion web searches performed in the week prior to the announcement, underscores the potential reach of this new feature.

Monetization Strategy and Data Insights

OpenAI has clarified its initial approach to monetization and data. The shopping results provided by ChatGPT are independently determined, prioritizing relevance over paid placements – advertising is not part of this initial phase. The results are built on structured metadata from third parties, encompassing essential details like price, product descriptions, and reviews. Notably, OpenAI will not earn commissions from purchases made through these links for now.

While the current model is ad-free, OpenAI CEO Sam Altman has expressed openness to incorporating “tasteful” advertising in the future, potentially through affiliate fees for completed purchases rather than selling prime placement in search results. This offers an interesting tech insight into potential future AI commerce models.

Orthian’s Perspective: Local Relevance in E-Commerce

From Orthian’s vantage point, while ChatGPT’s expansion into the shopping domain signifies an exciting global advancement for AI in commerce, its immediate relevance and practical convenience for users in Vietnam may be limited. The well-established online shopping habits of Vietnamese consumers, who predominantly utilize major e-commerce platforms like Shopee, Lazada, and Tiki, mean these platforms currently offer a more integrated and familiar shopping ecosystem. While the potential for AI in enhancing shopping experiences is immense globally, its current implementation in ChatGPT may not yet significantly alter the ingrained e-commerce landscape in Vietnam.

Looking Ahead: Integrations and Expanding Access

OpenAI has also announced upcoming enhancements, including the integration of its memory feature with the shopping function for Pro and Plus users (with some regional exceptions, including the EU, UK, Switzerland, Norway, Iceland, and Liechtenstein). This will allow for highly personalized product recommendations based on past interactions. Furthermore, ChatGPT search is becoming even more accessible, now available on WhatsApp via the 1-800-ChatGPT number, and the interface will include trending searches as users type.

Conclusion: The Future of AI, E-Commerce, and Digital News

OpenAI’s integration of shopping features into ChatGPT search is a significant development in the world of AI and e-commerce. It highlights the increasing convergence of conversational AI with online commerce and sets the stage for potential shifts in how users discover and purchase products online. Staying informed on this type of technology news is crucial for businesses navigating the ever-evolving digital landscape and understanding the potential of AI in shaping the future of e-commerce.