OpenAI is taking aim at ecommerce.

The company is rolling out a new, AI-powered shopping experience within ChatGPT that lets people find, compare, and buy products. The feature shows visual details, pricing, and reviews of products with shoppable links to retailers like Walmart.

The updates are rolling out to ChatGPT’s Plus, Pro, and Free users. 

According to OpenAI, product results are chosen independently and are not ads.

A spokesperson for OpenAI did not immediately respond to a request for more detail about the commerce feature.

Shopping

We’re experimenting with making shopping simpler and faster to find, compare, and buy products in ChatGPT.

✅ Improved product results
✅ Visual product details, pricing, and reviews
✅ Direct links to buy

Product results are chosen independently and are not ads.… pic.twitter.com/PkZwsTxJUj

— OpenAI (@OpenAI) April 28, 2025

The move comes as search has become one of ChatGPT’s fastest-growing features, generating more than one billion web searches in the past week, according to OpenAI.

OpenAI enters a competitive commerce world

OpenAI’s move pits it against rival Perplexity, which introduced a similar shopping experience last year. ChatGPT’s shopping feature also competes against ecommerce giants like Amazon and Google.

OpenAI, which is reportedly valued at $300 billion, has signaled an interest in advertising revenue as it moves towards a for-profit structure. For example, OpenAI has hired top ad talent, including former Coinbase CMO Kate Rouch.

OpenAI’s move closely mirrors Google and Meta’s moves into advertising, said Debra Aho Williamson, founder and chief analyst at Sonata Insights.

“We’ve seen this playbook before, including with Google and Facebook, where brands first made their organic presence and then the platforms turned towards advertising,” she said.