ChatGPT Enhances Shopping Experience with Product Cards and Real-Time Prices

OpenAI has recently enhanced ChatGPT’s web search capabilities to better serve users looking to shop online. Previously, ChatGPT was useful for product research but lacked the ability to provide up-to-date prices or visual product information. The new update introduces product cards that include images, prices, and star ratings, making shopping queries more informative and easier to navigate.

These product cards are generated organically without ads or sponsorships, ensuring unbiased recommendations. OpenAI collaborates with partners to maintain accurate and current pricing data, although the specific partners remain undisclosed. For example, a query like “best espresso machines under $200” now returns a curated list of top picks with detailed descriptions and a sidebar showing purchasing options and aggregated user reviews from platforms such as Amazon, Best Buy, and Reddit.

Users can also interact with the product cards by clicking an “Ask about this” button to pose specific questions about a product, enhancing the conversational shopping experience. This approach combines the familiar structured layout of services like Google Shopping with ChatGPT’s conversational AI strengths, offering a seamless and intuitive interface for online shoppers.

However, the system is not flawless. In testing with high-demand, unreleased products like the Nintendo Switch 2, ChatGPT provided less reliable results, including listings from obscure third-party sellers and inaccurate retailer information. This highlights the importance of verifying AI-generated shopping data, especially for preorders or limited availability items.

The shopping feature update is rolling out across all ChatGPT tiers, including Plus, Pro, Free, and logged-out users. This expansion follows OpenAI’s October launch of its integrated search engine within ChatGPT, which has since seen over a billion web searches in a single week. Additionally, OpenAI now supports ChatGPT access via WhatsApp through the number 1-800-CHATGPT, broadening user accessibility.

Broader Significance and Opportunities

The integration of structured shopping data into conversational AI represents a significant step forward in making AI assistants more practical and user-friendly for everyday tasks. For developers and businesses, this opens opportunities to build richer, more interactive e-commerce experiences that combine natural language understanding with real-time data. It also underscores the importance of partnerships and data accuracy in AI-driven commerce solutions.

As AI continues to evolve, integrating features like product cards and interactive Q&A within chatbots can enhance customer decision-making, reduce friction in online shopping, and increase conversion rates. For tech leaders and product managers, leveraging these AI capabilities can differentiate offerings and improve customer satisfaction in competitive markets.