Powering product discovery in ChatGPT
OpenAI has updated ChatGPT with richer, visually immersive shopping features powered by the Agentic Commerce Protocol. The update enables users to browse visually, upload reference images, and compare products side by side. Leading retailers and platforms have already integrated into the system to connect with high-intent shoppers.
The Core Development
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.
Deployment & Availability
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.
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.
Strategic Perspective & Ecosystem Impact
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.
Why it matters
This update demonstrates how AI platforms are evolving into transactional hubs by standardizing merchant integration protocols like ACP. It bridges conversational interfaces directly with retail catalogs, transforming product discovery into a unified experience.