In a world where purchasing habits are evolving at high speed, user experience is becoming a decisive factor in competitiveness. While web giants like Google or Amazon dominate price comparison and product recommendations, a new dynamic is emerging. And it doesn’t come from a traditional e-commerce player, but from artificial intelligence: ChatGPT.
In this article, we present the latest advancement from OpenAI: a shopping feature directly integrated into ChatGPT. This new capability promises to transform the way we shop online by offering a conversational, simple, and ad-free buying experience. Users can now ask natural-language questions, get tailored recommendations, compare prices, and access merchant sites in one click — all within a neutral and intelligent environment.
A new era of conversational shopping
Forget long searches, multiple tabs, and biased reviews. With this update, ChatGPT enters the arena of conversational shopping: a natural, fluid, and intuitive search mode. It’s no longer about navigating a saturated search engine, but about conversing with an AI capable of understanding your specific needs and responding with precision, neutrality, and clarity.
Unlike other platforms like Google Shopping, ChatGPT displays no sponsored content. All suggested products are selected independently, based on their relevance, ratings, and features. Links to merchant websites are accessible in one click, but no commercial pressure is applied, offering a more serene and objective shopping journey.
While this feature is already available to all ChatGPT users (free and paid) in the United States and certain countries, European users will have to wait. The reason: specific regulatory requirements of the European Union, particularly regarding data protection. OpenAI states it is actively working on compliance but has not provided a precise date for rollout across the continent.
Initially, the categories covered are fashion, beauty, electronics, and home goods — a strategic choice targeting users’ everyday needs. And this is only the beginning: OpenAI intends to gradually expand this offering to additional sectors.
A direct threat to Google Shopping ?
The arrival of ChatGPT in the online shopping sector marks a strategic shift in the way consumers search for and select products. While platforms like Google Shopping, Amazon, or Pinterest rely on models powered by advertising and sponsored algorithms, ChatGPT introduces a break: a smooth, intuitive conversational experience that is 100% user-centered, without sponsored content or commercial influence.
By relying on natural-language interactions, OpenAI transforms the online purchasing process into a personalized discussion where each recommendation is based on objective criteria — not advertising bids. This approach eliminates the cognitive overload caused by hundreds of loosely filtered results or manipulated pay-to-place listings.
This disruptive positioning could significantly shake traditional players. Google, for example — despite its dominance in search — sometimes struggles to offer a shopping experience that is as contextualized and neutral. As for Amazon, although it remains an essential logistical reference, its suggestions are often biased by its own commercial interests or those of its most active sellers.
In short, ChatGPT reshuffles the deck by placing relevance, clarity, and trust at the heart of the shopping experience, whereas other platforms often sacrifice these values in favor of advertising performance. For demanding consumers seeking objective and fast advice, this feature represents a major step toward a more transparent, smarter, and truly conversational e-commerce.
A transformation of e-commerce to watch closely
This shift initiated by ChatGPT perfectly illustrates the fusion between artificial intelligence and digital commerce. Purchasing becomes not an isolated act, but a smooth, assisted interaction where every need finds its answer effortlessly.
While European regulations still slow its deployment in certain countries, the impact of this innovation is already noticeable. ChatGPT is no longer just a productivity tool or text assistant. It is also becoming an everyday ally, capable of guiding your purchasing decisions with a level of neutrality rarely found in the digital world.
To stay up to date on the next evolutions in e-commerce and AI, follow our IZEMX LinkedIn page and stay connected to our blog.