OpenAI upgrades ChatGPT shopping with richer product discovery and ACP expansion

OpenAI said on March 24, 2026 that it is rolling out a more visual shopping experience inside ChatGPT, turning the chatbot from a recommendation surface into a more complete product-discovery layer. Users can now browse product cards, compare options side by side, upload an image as inspiration, and get current pricing, reviews, and features without bouncing across search results and retailer pages.

The update is powered by an expansion of the Agentic Commerce Protocol, or ACP. OpenAI says ACP now supports product discovery rather than only downstream transaction flows, so merchants can pass catalog feeds and promotions directly into ChatGPT. The company also says it supports multiple delivery paths, including integrations through Salesforce and Stripe, which lowers the implementation burden for brands that already manage commerce data through existing systems.

OpenAI framed the release as a step toward AI-native commerce. According to the company, the new shopping experience is rolling out this week to ChatGPT free, Go, Plus, and Pro users. Leading retailers including Target, Sephora, Nordstrom, Lowe’s, Best Buy, The Home Depot, and Wayfair are already integrated into ACP for discovery. For Shopify merchants, OpenAI says product data is already flowing through Shopify Catalog, so relevant products can surface in ChatGPT without requiring extra merchant-side setup.

The company is also adjusting its merchant strategy. OpenAI said the first version of Instant Checkout did not provide enough flexibility, so it is allowing merchants to keep their own checkout experiences while ChatGPT focuses on discovery and comparison. In parallel, Walmart is launching an in-ChatGPT app experience that can move a shopper from discovery into a Walmart environment with account linking, loyalty features, and Walmart payments.

Why this matters

This release matters because it shows OpenAI trying to capture the earliest part of the shopping funnel: intent formation. Search engines and marketplaces have traditionally owned that stage, but conversational AI can intervene earlier by helping users define what they want before they know the exact product or retailer. If ACP gains adoption, ChatGPT could become a high-intent acquisition channel rather than just a chatbot with shopping suggestions.

Consumers get a faster comparison workflow inside a single conversation.

Merchants get a structured way to keep product data current in ChatGPT.

OpenAI gets a broader platform role in commerce without forcing one checkout model.

The main execution question is whether ChatGPT can keep freshness, relevance, and merchant neutrality strong as the catalog network grows. But as announced on March 24, OpenAI is clearly moving from generic shopping advice toward an operating layer for AI-native product discovery.