Buy It in ChatGPT: A Faster Way to Shop Without Leaving the Chat
You can now browse, compare, and buy products directly inside ChatGPT with a smooth checkout powered by trusted retail partners. This feature removes friction from online shopping and shortens the journey from idea to purchase.
By Rodger Mansfield, Technology Editor
November 30, 2025
A new keyboard for work.
A compact air purifier for the home office.
A last-minute gift for a friend.
The problem is the usual maze of browser tabs, comparison charts, and checkout pages that follow.
It is easy to lose momentum or forget what you were researching.
Here's a Cool Tip: Buy in ChatGPT.
OpenAI has introduced a new shopping flow inside ChatGPT that keeps everything in the same place.
You ask for a recommendation, refine the options, review details, and complete the purchase with a checkout experience provided by real retailers.
The entire cycle stays inside one conversation.
Feature Explanation
We've already told you about the new ChatGPT Shopping Research feature.
But this is a whole new thing.
OpenAI’s Buy It in ChatGPT experience integrates product browsing and purchasing into a single chat.
You ask ChatGPT to find products that match your budget, preferences, or features.
ChatGPT responds with options and structured comparisons based on product listings from partnered retailers.
You can then view details, pick a model, and follow a retailer powered checkout. Payment details and fulfillment are handled by the retailer. ChatGPT does not process payments itself.
This feature matters because it compresses a multi-site shopping workflow into one conversation.
For busy users or anyone researching technical items, it keeps the process focused and reduces decision fatigue.
What You’ll Gain
- A shorter path from research to purchase.
- Cleaner product comparisons without switching apps.
- Retailer-backed checkout flow inside ChatGPT.
- Fewer browser tabs and fewer distractions.
Step by Step Instructions
Here's how to do it.
Microsoft Web/Desktop (Browser or Windows App)
- Open ChatGPT on the web, www.ChatGPT.com or the Windows app.
- Type a request such as “Find a Bluetooth mechanical keyboard under 120 dollars on Etsy.”
- Review the recommendations.
- Select “Buy” or “View product” when available.
- Follow the retailer checkout page that appears in a panel inside ChatGPT.
Note: This example added "on Etsy." The model should not require this but to demonstrate the feature it was used.
 |
fig. 1 - Shop and Buy Within ChatGPT |
iOS
- Open the ChatGPT app.
- Ask for a specific product category or price range.
- Review the options presented in card format.
- Tap the Buy button for the product you want.
- Complete the retailer checkout inside the app.
Android
- Open the ChatGPT app.
- Ask for an item and refine the recommendations.
- Select your preferred model.
- Tap to open the embedded checkout page.
- Finish your purchase with the retailer.
Note:
Supported Sites / Merchants
- Etsy: U.S.-based Etsy sellers are already live, so you can complete checkout inside ChatGPT.
- Merchants on Shopify: Over a million Shopify-powered stores are “coming soon” to ChatGPT’s Instant Checkout ecosystem.
- Walmart: Walmart has publicly partnered with OpenAI to enable purchases through ChatGPT.
- Target: Target is rolling out a ChatGPT “app experience” for conversational shopping, including multi-item baskets, fresh-food support, and standard checkout methods.
What “Supports Buying in ChatGPT” Means (Right Now)
- “Instant Checkout” lets users remain inside ChatGPT during purchase: product lookup, cart/checkout, payment, and confirmation happen within the chat interface.
- For many merchants (especially on Shopify), the rollout is phased, not all stores will be available immediately.
- Currently the checkout mostly supports single-item purchases first. Multi-item carts and full catalog access are rolling out gradually.
Pros and Cons
Pros
- Fast research to purchase cycle. Saves time during shopping sessions.
- Natural refinement using conversational prompts. Good for users who know what they want but need expert filtering.
- Retailer handled checkout which maintains trust and familiarity.
Cons
- Product availability depends on retailer participation.
- Checkout occurs in a panel which may feel different depending on device size.
- Still rolling out so availability might be limited for some users.
- Currently rolling out in the United States.
- Works with Free, ChatGPT Plus and higher tiers on Web, Windows app, iOS, and Android.
Score
Criterion | Score (0–10) | JustificationValue 9Cuts time spent switching between sites and compresses research into one chat.Usability 8Simple card based flow, though retailer transitions can vary by device size.Wow Factor 9A full browsing to purchase loop inside a chat feels modern and efficient.Total: 26/30 🌟 ExcellentThis is one of the most useful shopper facing features added to ChatGPT and compares favorably to Google’s AI shopping helpers due to its embedded retailer checkout.
Key Takeaways
Shopping inside ChatGPT keeps your research and purchase in one conversation.
The feature reduces friction and supports a focused workflow.
Retailer checkout ensures familiar and trusted handling of payments and delivery.
Cool Tip Snapshot
- Feature Name: Buy It in ChatGPT.
- Platform(s): Web, Windows app, iOS, Android.
- Quick Benefit: Research and buy products without leaving the chat.
- Access Type: Free and Subscription, currently rolling out.
Try It Yourself
Ask ChatGPT to find a product you need today and follow the Buy button to experience the new flow.
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Rodger Mansfield, a seasoned technology expert and editor of OneCoolTip.com, transforms complex tech into practical advice for everyday users. His Cool Tips empower readers to stay productive, secure, and one step ahead in the digital world.
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Explore More
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#ChatGPT #OnlineShopping #AITools @OpenAI @Microsoft
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