ChatGPT Upgraded with New Shopping Feature: OpenAI’s Latest Search Update

In a recent update, OpenAI has added a new shopping feature to ChatGPT. You can now tailor prompts to get personalised shopping recommendations based on your unique preferences or requirements.

Product images, reviews, and direct purchase links are all displayed–easy to see at a glance to streamline the online shopping experience for users.

Here’s everything you need to know about this OpenAI update and how you can turn ChatGPT into your shopping assistant.

What to Expect From ChatGPT’s Shopping Capabilities

Personalised Product Recommendations

The new shopping feature allows ChatGPT to offer personalised product recommendations based on user search terms and preferences. For instance, you want to find the best espresso maker under $200 or the best running shoes, ChatGPT can provide researched recommendations with photos, prices, star ratings, and links for purchase. It's available to all users, including those without accounts, and covers a range of categories, from electronics and fashion to beauty and home.

Ad-Free and Unbiased Results

Another standout feature of ChatGPT's new shopping capability is that it promises to deliver ad-free and unbiased results. Unlike traditional search engines that often prioritise sponsored listings, ChatGPT's product recommendations are based on structured metadata from reputable sources, ensuring that users receive organic and reliable suggestions. To boost credibility and reliability, search results will also provide links to sources, allowing you to review the references.

Enhanced User Experience

ChatGPT's online shopping feature is easy to use and straightforward. Customers can have natural-language conversations, asking for specific information about products, and get detailed answers to help them make well-informed buying decisions. This conversational approach simplifies the shopping process, making it more accessible and less overwhelming.

What OpenAI’s Update Means for SEO

As ChatGPT evolves into a more powerful shopping assistant, SEO teams must rethink traditional strategies as the AI will no longer rely on classic keywords or paid ads. This shift means SEO professionals need to ensure their content and product listings are not just keyword-rich but also optimized for clarity, accuracy, and machine readability.

6 Tips to Boost SEO for ChatGPT’s Shopping Feature

1. Optimize for structured data

ChatGPT draws results from structured metadata, such as product descriptions, reviews, ratings, and prices, to deliver unbiased, high-quality shopping recommendations. SEO teams should:

• Implement schema markup (e.g., Product, Review, Offer) on product pages.

• Ensure consistent, machine-readable data for prices, availability, and features.

• Use clear, concise product descriptions enriched with keywords.

2. Focus on quality and relevance, not just rankings

Since ChatGPT is designed to bypass traditional rankings and surface results based on relevance, SEO teams must:

• Content must clearly answer intent-based queries (e.g., “best laptop for video editing under $1000”).

• Focus on long-tail keywords to match how users phrase questions in chat.

• Invest in helpful, in-depth product guides, FAQs, and comparison pages.

3. Create content with AI-assisted discovery in mind

As search behavior shifts toward conversational AI, SEO content should:

• Be easily digestible and scannable by AI.

• Include direct answers, pros and cons, and value-driven product comparisons.

• Incorporate user-generated content like reviews and testimonials that AI can summarize or pull insights from.

4. Monitor visibility in AI-driven platforms

SEO teams should track how often their products or content are mentioned or referenced in AI platforms like ChatGPT. This may involve:

• Testing product queries in ChatGPT to see what brands or pages are surfaced.

• Using analytics tools to measure referral traffic from AI-enhanced sources.

5. Collaborate with product and e-commerce teams

To ensure products are AI-discoverable, SEO professionals should work closely with:

• Developers, to implement structured data.

• Merchandisers, to highlight key selling points.

• Content teams, to generate high-value content aligned with ChatGPT-style queries.

6. Stay updated on ChatGPT integrations and API capabilities

As OpenAI and partners expand shopping capabilities, SEO teams should:

• Monitor announcements about integrations with e-commerce platforms.

• Explore partnerships with marketplaces or plugins that ensure product data is accessible to ChatGPT and similar tools.

A Step Towards the Future of Online Shopping

OpenAI's integration of shopping capabilities into ChatGPT is a major milestone in revolutionising the online shopping experience. The platform combines AI-driven insights with functional e-commerce features to offer intuitive and personalised shopping recommendations that cater to individual tastes and needs.

In sum, ChatGPT’s new shopping feature is a convenient way to discover and compare products, without the noise of ads or sponsored content. This update solidifies its position as a credible alternative to Google. Whether you’re planning a big purchase or just browsing for ideas, this update makes the process faster, simpler, and far more personal.