OpenAI has unveiled new enhancements for its ChatGPT Search functionality. The San Francisco-based artificial intelligence company is introducing an experimental shopping feature designed to present products more visually and provide direct purchasing links. In addition to this new shopping capability, the firm is implementing several utility features including multiple citations for similar information, a search option for its WhatsApp bot, as well as trending searches and autocomplete suggestions. These updates are set to be launched in the coming days.
In a series of posts on X (formerly Twitter), OpenAI’s official account provided details regarding the new search-based functionalities for ChatGPT. According to the company, the web search feature has rapidly gained popularity, with over one billion searches conducted in the past week alone. Initially made available to paid subscribers in November 2024, it was later expanded to all users, including non-registered individuals, in February.
Shopping
We’re experimenting with making shopping simpler and faster to find, compare, and buy products in ChatGPT.
✅ Improved product results
✅ Visual product details, pricing, and reviews
✅ Direct links to buyProduct results are chosen independently and are not ads.… pic.twitter.com/PkZwsTxJUj
— OpenAI (@OpenAI) April 28, 2025
The centerpiece of these new capabilities is the innovative shopping experience, currently in an experimental phase. This feature enables users to gather information about and purchase products directly from the ChatGPT interface. Enhancements to the web search functionality mean that users will now see product images, detailed product cards with pricing and reviews, along with direct buying links.
This shopping feature activates automatically when a user inquires about a product, allowing them to compare prices from various websites or view multiple product options for informed decision-making.
The rollout of these shopping functionalities is directed towards ChatGPT Plus and Pro subscribers, users on the free version of the platform, and those not logged in, on a global scale. OpenAI has stated that the recommended products do not consist of ads, although it remains unclear whether the company will benefit financially from purchases made through its platform.
In December 2024, OpenAI provided a contact number (+1-800-242-8478) for users to save on WhatsApp to engage with the chatbot directly. Until now, the WhatsApp version of ChatGPT lacked access to real-time data. OpenAI is now enhancing it by incorporating web search capabilities, permitting users to inquire about recent events and live sports scores.
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. pic.twitter.com/NdojcPyA9T
— OpenAI (@OpenAI) April 28, 2025
Improvements are also being made to the citation system for responses referencing online sources. ChatGPT will now include multiple citations for information derived from external websites, enabling users to verify content through various URLs. Additionally, clicking on citations will highlight the associated text in the response.
Lastly, OpenAI is adding enhancements to user experience. ChatGPT’s mobile apps and web client will feature trending searches to showcase popular topics, enabling users to explore interesting discussions. The chatbot will also provide autocomplete suggestions for queries as users begin typing.
