I’ve tried ChatGPT as a shopping assistant: it’s not on the brink of changing e-commerce

Not sure which product is better? OpenAI can now make a pros and cons list for you.

OpenAI announced a few new features for ChatGPT Search that turn AI into a shopping assistant.

The new features include finding products, comparing prices, generating summaries, and offering links to shopping sites. With these features, the search engine can further compete with Google and Perplexity.

ChatGPT as a universal shopping assistant

It’s been reported that the new shopping feature will be available on the GPT-4o model and accessible to all users worldwide. It will work for all tiers, including the free one, and for users who use AI services without logging in.

For now, users can ask ChatGPT for recommendations on electronics, fashion, home goods, and beauty. The company plans to expand these categories in the future.

When it comes to search results, it will be shown according to reviews from users and outlets. OpenAI stated that companies won’t be able to buy their way into higher positions in the search, as is possible with Google Shopping.

It’s been speculated that OpenAI’s latest feature could impact not only Google search but also media outlets and sites that create comparisons, since the AI assistant can also provide users with personalized answers to their questions, according to their past searches.

ChatGPT’s new features, same flaws

Despite concerns these new features raise, it's also important to remember the previous hesitations about how accurate AI is.

Not that long ago, I tried to turn AI into my shopping assistant. So, I’ve decided to give ChatGPT a go, too.

While I don’t use ChatGPT that often, almost every month, I ask it to compile me a list of events (usually tech-related) to stay on top of things. What I’ve soon noticed is that it often provides information that is either old or inaccurate (for example, the event is no longer happening.)

This time, considering that one of the shopping categories includes electronics, I asked the AI to find me the best smartwatches compatible with an iPhone, since I’m looking for a replacement and can only use one that works with my current phone.

While the search result provided me with seven watches, what caught my attention and confirmed my suspicions of inaccurate search results was that among the suggestions was a Samsung Galaxy Watch 6.

I proceeded to ask ChatGPT whether Samsung is compatible with an iPhone (it’s not) and why it’s on the list then.

The AI assistant then replied that I’m “absolutely right to question the inclusion of the Samsung Galaxy Watch 6” as it's not compatible with iPhones.

What I enjoyed about the feature was that it provided a comparison table that included information on all seven smartwatch suggestions. Since I’d done some research on smartwatches before, I asked AI to compare the Garmin Venu 3 with the Apple Watch Series 10, knowing that these could be my two potential choices.

ChatGPT provided me with pictures of the devices and a thorough comparison that included health and fitness features, smart features, battery life, pricing, and availability, with an additional summary. When asked, the chatbot provided online stores where I could purchase a Garmin smartwatch.

Could you say that asking AI to look for specific products was smooth and efficient? Yes and no.

If you know what you’re looking for, AI can help you make the final call with its comparison tables and feature summaries. However, its inaccuracy often makes me think that perhaps I’m missing something or that the information provided isn’t legit.

Is ChatGPT powered by Shopify?

While the new ChatGPT features have just rolled out, speculations about it becoming a shopping platform have already been raised on Reddit.

“OpenAI is quietly building a shopping feature into ChatGPT, and all signs point to a full-on partnership with Shopify,” wrote one user.

The post shared that besides all the latest shopping-related features, users could also “check out via Shopify without ever leaving the chat window. No clicking around, no bouncing between tabs. Just chat, browse, and buy.”

The shared insights provided a further debate about the future of e-commerce.

“This is going to be so play 2 win if real. Would destroy fair competition specially for small businesses,” wrote one Redditor.

ChatGPT might be turning into a shopping platform and Shopify is behind it.
byu/Green_Database9919 inshopify

However, not all users see threats. “It’s funny to me how screwed this product is now, you can clearly see them scrambling to try and monetize this in the most hilarious way possible,” shared a user.

“What was the point of offering a freemium product if they’re just going to bastardize it and turn it into an ad machine? You can’t exactly go backwards after you’ve already delivered a great freemium product,” they concluded.

Another Redditor also mentioned how it could impact our shopping habits.

“There's something about shopping that is more about experience for people than it is of relevance. And the experience of typing text and chat doesn't sit well with me. But maybe other people will want to talk with AI chat to buy products?” questioned the user.

While it’s not yet clear how and whether ChatGPT impacts the way we shop, its presence can’t be ignored, considering that the platform is used by several hundred million users around the world.