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Javier Lacort
Senior WriterI write long-form content at Xataka about the intersection between technology, business and society. I also host the daily Spanish podcast Loop infinito (Infinite Loop), where we analyze Apple news and put it into perspective.
Karen Alfaro
WriterCommunications professional with a decade of experience as a copywriter, proofreader, and editor. As a travel and science journalist, I've collaborated with several print and digital outlets around the world. I'm passionate about culture, music, food, history, and innovative technologies.
ChatGPT recently added a shopping feature that lets users search for products, view personalized recommendations and get redirected to stores to complete the purchase. This new feature will roll out gradually to both paid and free users—even without registration.
Why it matters. OpenAI is encroaching on the territory of e-commerce giants with an approach that prioritizes natural conversation over keywords.
Results rely on personal preferences and reviews from various sources, including editorial publications and user forums, without the need for paid positioning. According to Adam Fry, OpenAI’s head of search product, there are no ads and the results aren’t sponsored.
So, what now? Publishers that rely on affiliate revenue could see that stream shrink. However, OpenAI hasn’t detailed how it plans to share the value generated.
Fry only hinted that the company would “experiment with different models” after refining the user experience. OpenAI CEO Sam Altman has suggested an affiliate commission system without selling priority positions.
Between the lines. Integrating the memory feature with shopping brings a distinct advantage. This combination enables ultra-personalized recommendations based on past conversations.
For example, if a user mentions in a previous chat that they only wear black clothing from a specific brand and then searches for “shirts for an interview,” ChatGPT will remember this preference and automatically filter results to show black options from that brand—without requiring the user to restate it. This mix is commercially dynamite.
Context. This move adds a powerful twist to what competitors like Perplexity’s “Shop like a Pro” and Google Shopping’s “Researched with AI” have introduced.
OpenAI had already made an early e-commerce push with Operator, its agent that could navigate websites to assist with shopping—but with rougher initial results than this latest implementation.
Image | Xataka On with ChatGPT
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