Powering product discovery in ChatGPT

More and more, people are starting their shopping in ChatGPT—to explore, compare, and figure out what to buy.

Shopping on the web is easy if you already know what you want. But when you’re still deciding, it often means jumping between tabs, reading the same “best of” lists, and trying to piece together the right answer.

ChatGPT solves that: figuring out what to buy. You can describe what you’re looking for, refine it in a conversation, and quickly compare options that fit your specific needs. Today, we’re making that experience better with richer and more visual shopping in ChatGPT. You can now browse products visually, compare options side-by-side, and get detailed, up-to-date information—all in one place. What used to take hours of searching and tab-hopping now happens in seconds.

To power this, we’re expanding the Agentic Commerce Protocol (ACP) to support product discovery—bringing more complete, relevant, and up-to-date information directly into ChatGPT.

Instead of scrolling through pages of results, ChatGPT can help you find what you’re looking for based on your budget, preferences, and constraints—and surface products that fit. You can browse visually, upload images as inspiration for similar items, and refine results conversationally until you land on the right option.

It’s also much easier to compare. Products are presented side by side with key details like price, reviews, and features, so you can quickly evaluate your options without jumping between sites.

Under the hood, we’ve improved speed, relevance, and product coverage—so results are more up-to-date and more useful. That means less searching, fewer tabs, and faster decisions.

For users, this turns shopping from a fragmented, time-consuming process into a single, seamless experience. For merchants, it brings higher-intent shoppers who are closer to making a decision.

These updates are rolling out to all ChatGPT free, Go, Plus, and Pro users this week, with more to come as we continue to invest in product discovery with ChatGPT.

To power this shopping experience, we’re extending ACP to be the connective layer between merchants and users throughout discovery.

Through ACP, merchants share product feeds and promotions so their catalogs are fully represented in ChatGPT. We support multiple delivery paths, including through third-party providers like Salesforce and Stripe, so merchants can participate with the systems they already use. Over time, ACP will serve as a foundation for broader AI-native commerce experiences, including personalization, local availability, and ETAs.

Already, leading retailers including Target, Sephora, Nordstrom, Lowe’s, Best Buy, The Home Depot, and Wayfair have integrated into ACP for discovery.

For merchants on Shopify, product data is already integrated into ChatGPT through Shopify Catalog, helping products appear more accurately and completely in relevant user conversations. No additional work is required from individual merchants.

"Millions of Shopify merchants are open for business in ChatGPT. When buyers look for products, the Shopify Catalog offers the most relevant options from the brands that people love. They can complete purchases on the merchant's online store through an in-app browser, so everything happens seamlessly, with the merchant's brand front and center. This is AI shopping at scale."

Our North star is providing the best experience for both consumers and merchants. The best consumer experiences are powered by deep partnership with merchants. To build these deep partnerships, we want to offer merchants options for how they convert consumers. We’ve found that the initial version of Instant Checkout did not offer the level of flexibility that we aspire to provide, so we’re allowing merchants to use their own checkout experiences while we focus our efforts on product discovery.

Merchants interested in experimenting with deeper integrations and native experiences on ChatGPT continue to have the option to develop ChatGPT apps. Today, we are excited to share that Walmart is introducing an in-ChatGPT app experience that takes users from discovery in ChatGPT into a tailored Walmart environment that supports account linking, loyalty and Walmart payments. This new experience is now available in web browsers, with app access in iOS and Android to follow shortly.

“By partnering closely with OpenAI, we’ve been able to learn together as we move quickly to shape what agentic commerce can become. Today’s launch brings Walmart directly into the ChatGPT experience, combining leading conversational AI with the decades of retail expertise we’ve built serving customers.”

As with other parts of ChatGPT, we’re building iteratively. We’re learning from early launches, incorporating feedback from users and merchants, and continuing to improve the experience over time. These updates reflect our focus on where ChatGPT can add the most value in shopping today. We’re grateful to the partners building with us, and we look forward to sharing more as this work evolves.