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.
## Richer shopping experiences
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.
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## Before shopping improvements
Help me find short sleeve button downs like this one
That shirt has a great vibe—short sleeve button-down (often called a camp shirt or short-sleeve oxford) with a soft fabric and a subtle floral/mini-print. If you want more like it, here are some solid directions and brands to check out:
#### 🔎 What to look for
#### 👍 Brands that nail this style
Great fit options (slim/standard) and lots of subtle prints like yours. * J.CrewLook for their “Secret Wash” or linen shirts—often have similar small-scale patterns. * Taylor Stitch Higher quality, slightly rugged versions of this style. * Marine Layer
Super soft fabrics and relaxed California vibe—very similar feel. * Faherty
A bit pricier, but excellent prints and comfort. * Uniqlo
Budget-friendly, simpler versions if you want something clean and easy. * Outerknown
Great if you like that laid-back but polished look.
#### 🔥 Style tip based on your pic
That pink + white micro print works really well—flattering and summery. You could expand with:
If you want, I can pull specific shirts you can buy right now (budget, mid-range, or premium).
## After shopping improvements
Help me find short sleeve button downs like this one
You’re basically wearing a soft floral short-sleeve button-down with a relaxed fit + slightly washed color palette—leans a little “California casual / vacation-but-not-loud.” I pulled options that match that exact vibe (not loud Hawaiian tourist shirts, more wearable everyday versions).
#### 🌸 Closest match to your vibe (muted floral, wearable everyday)
These are your lane:
👉 If you want the closest upgrade to what you’re wearing:
Abercrombie + Bonobos are the safest bets.
#### 🌴 Slightly bolder / more “weekend” versions
Same category, just:
#### 💸 Budget-friendly options (Target / Walmart tier)
Good if you want multiples:
#### 🧵 Nicer fabric / elevated feel (if you want to level it up)
#### 📊 Quick comparison (so you can decide fast)
Abercrombie Resort Shirt
Bonobos Riviera Linen Shirt
Club Room Linen Shirt
Nordstrom Leaf Print Shirt
Faherty Breeze Shirt Fabric Linen blend Linen 100% linen Linen Premium cotton/linen blend Print style Subtle floral Refined floral Classic floral Leaf/organic Minimal pattern Fit vibe Relaxed Tailored-relaxed Regular Regular Relaxed Best use Everyday go-to Dressier casual Cheap rotation Subtle alt Premium comfort
#### 🧠 My honest take for you
That gives you a tight 2–3 shirt system that all work with the same jeans/pants.
## The foundation for AI-native commerce
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."
— Mani Fazeli, VP, Product at Shopify
## Connecting ChatGPT users and merchants
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.”
— Daniel Danker, EVP, AI Acceleration, Product and Design at Walmart
## Building for the future of shopping
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.
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