After disrupting everything from search to text, image, and video generation, OpenAI-led ChatGPT is now challenging Google with a new "ChatGPT shopping" feature, its web search tool that allows users to buy products through the platform.

The feature is available to everyone, including users who access ChatGPT without signing in. Once a product is chosen, users are redirected to the merchant's website to complete the transaction.

"We're excited to announce we’ve launched several improvements to ChatGPT search, and today we’re starting to roll out a better shopping experience," OpenAI said on X. It added that search has become one of its most popular and fastest-growing features, with over 1 billion web searches in the past week.

OpenAI says the shopping buttons for AI-powered search queries offer a simpler and faster way to buy products, with improved results, visual product details, pricing, reviews, and direct links to purchase.

"We’re experimenting with making shopping simpler and faster—to find, compare, and buy products in ChatGPT," said OpenAI.

Unlike Google Search, where sponsored products appear on top, OpenAI says its product results are chosen independently and are not ads. "These shopping improvements are starting to roll out today to Plus, Pro, Free, and logged-out users everywhere ChatGPT is available. It will take a few days to complete the rollout," the company added.

The shopping feature activates when users search for any product. They receive curated recommendations, including images, reviews, and direct purchase links. The shopping functionality has initially been rolled out in key categories such as fashion, beauty, home goods, and electronics.

In addition, OpenAI has also enabled a "search in WhatsApp" feature, allowing users to ask questions via the Meta-owned platform. "You can now send a WhatsApp message to 1-800-ChatGPT (+1-800-242-8478) to get up-to-date answers and live sports scores. Accessible everywhere ChatGPT is available," said OpenAI.

The company has also introduced 'trending and autocomplete' features to help users search faster with real-time suggestions and trending topics.

ChatGPT has also announced improved citations. "ChatGPT can now include multiple citations for a given response, allowing you to learn more or verify information across more sources. We’ve also added a new ‘highlight’ UI to more clearly show which part of the answer the citation refers to."

These search updates are part of OpenAI's broader effort to challenge Google’s dominance by offering a better search experience. Notably, Google controls around 90% of the global online search market.

As of early 2025, ChatGPT has experienced significant growth in its user base and engagement, with registered users surpassing 180.5 million. Approximately 100 million users engage with ChatGPT weekly, and the platform receives around 1.7 billion page views per month. India has now become its fastest-growing market.