OpenAI says hundreds of millions of people now use ChatGPT to “find, understand, and compare products” — and with the recent rollout of the chatbot's Shopping Research feature, that number is only expected to grow. The tool works like a personal shopping assistant and product advisor by asking follow-up questions (price range, preferences, must-haves), reviewing specs and current listings, and then delivering a customized buyer’s guide. And it's all done inside the chat.
According to independent analysis by Juozas Kaziukėnas, ChatGPT may be handling as many as 50 million shopping-related queries every day in the U.S. alone. And with more than 700 million weekly users globally, shopping is becoming one of ChatGPT’s most mainstream applications.
What people use ChatGPT for when shopping
OpenAI reports that shopping in ChatGPT is especially well-suited for categories like electronics, health & beauty, fashion, home and kitchen appliances. These are areas where specs, price points and comparisons matter, and where product overload can create decision fatigue.
Users can essentially treat ChatGPT like a neutral decision coach. For example, you could prompt it: "Which of these three robot vacuums is best for pet hair?” or “Find a great gift under $75.” ChatGPT can search the web (with browsing enabled) or you can use ChatGPT Atlas — either option can pull up reviews or explain pros and cons.
As a result, CatGPT can help users shop smarter without opening dozens of tabs.
Budget filters and tailored results
If ChatGPT memory is on, the tool can recall previous shopping context and adjust recommendations. For example, if you’ve asked about a baby monitor last week and now ask about a nursery setup, it can refine the suggestions accordingly. This makes the experience feel more curated and less generic.
While traditional online shopping often means jumping between browser tabs, skimming Reddit threads, watching YouTube reviews and comparing specs in spreadsheets, ChatGPT can do all of that with a single, guided thread.
Instead of the traditional method of search, click, compare, you now ask a question and get a personalized answer. This means less decision fatigue, especially during overwhelming shopping seasons like Black Friday.
What to watch out for
Despite the convenience, there are caveats to shopping with ChatGPT. Keep in mind that ChatGPT does make mistakes and users shouldn't over-trust the AI’s top picks without realizing they’re not seeing the full universe of options.
Also, while general consumer categories work well, niche or specialized shopping (e.g. boutique gear, custom tech, collectibles) is still best done without ChatGPT.
Final thoughts
If you’re shopping this Black Friday, or just trying to choose between two air fryers on an average Tuesday, using ChatGPT as a first stop can streamline your process. It won’t entirely replace expert reviewers like the ones here on Tom's Guide or deal-finding forums (also here!), but it’s already proving useful for mainstream categories like beauty, tech, home goods and fashion.
You might want to give it a try. Start with a smart prompt, let it do the hard work and decide for yourself.
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