ChatGPT shopping features expand to German users
Rolling out shopping recommendations to Plus, Pro, Free, and logged-out users across all regions where ChatGPT operates.
OpenAI announced April 28, 2025, that ChatGPT now includes product recommendations as part of its search experience, activating when user queries indicate shopping intent. According to technical documentation, shopping results have begun rolling out to Plus, Pro, Free, and logged-out users everywhere ChatGPT is available, including Germany.
The shopping functionality operates through ChatGPT's internal web search system, using Microsoft's Bing Search API as its primary source. "ChatGPT can retrieve real-time search results via the integrated web interface," according to analysis from LinkedIn user Hanns Kronenberg. The system accesses publicly visible content delivered by search engines, including excerpts, descriptions, and price information from search results.
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Summary
Who: OpenAI introduced shopping features for ChatGPT users, including Plus, Pro, Free, and logged-out users across all regions where ChatGPT operates.
What: Shopping functionality within ChatGPT that provides product recommendations based on user queries indicating shopping intent, utilizing live web searches through Microsoft's Bing Search API without advertising placements.
When: Announced April 28, 2025, with rollout beginning immediately to all eligible users globally.
Where: Available in all regions where ChatGPT operates, including Germany, through chatgpt.com and mobile applications.
Why: OpenAI aims to expand ChatGPT's capabilities beyond conversational AI into product discovery and e-commerce, competing with traditional search engines and shopping platforms while processing over 1 billion weekly searches.
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Product information flows through a dual-source architecture. Primary sources derive from live searches through ChatGPT's internal "web" API, while secondary sources draw from model-based system knowledge contained within the training data. "For known brands or product lines, general basic knowledge may already exist in the model," Kronenberg noted in his technical breakdown. However, current details such as price or inventory stock are determined exclusively through live searches.
The technical foundation relies on Bing Search API infrastructure, though ChatGPT delivers more than simple one-to-one output of search results. "The found information is filtered, structured, and summarized by the language model," according to the technical analysis. The response combines search results with internal model knowledge, providing users with processed, interpreted summaries rather than raw data.
ChatGPT's product selection methodology employs a sophisticated dual-layered query structure. When users ask product-related questions, the system decomposes queries into distinct retrieval strategies. According to reverse-engineering analysis by David Konitzny, AI Search & SEO Strategy Lead, the system uses structured product queries targeting price, reviews, and merchants alongside broader web searches to collect expert opinions and comparisons.
Each retrieved result receives internal labeling through a "ref_type" system. Product results contain structured data including ratings, merchants, and pricing. Search results encompass web content such as best-of lists and buying guides. News results include editorial and journalistic reviews. This categorization enables ChatGPT to process diverse information types within its shopping recommendations.
The system triggers additional internal searches once specific products are identified. "ChatGPT triggers an internal second search" using parameters that explicitly activate real-time web searches to fetch current product-specific data, Konitzny documented. However, sources from these secondary queries do not appear in the user interface. Instead, the model uses them internally to enrich answers with ratings, pricing, and merchant information.
Product results undergo selection based on independent evaluation rather than advertising placements. According to OpenAI's documentation, "Product results are chosen independently and are not ads." This approach differs from traditional search engines where sponsored products typically appear prominently in results.
The evaluation process considers multiple factors when determining which products to display. User intent assessment based on query and available context forms the foundation. General factors including price, customer ratings, and ease of use influence selection. Specific user-provided criteria such as sizing preferences receive additional consideration.
Advanced personalization capabilities enhance product recommendations through memory and custom instruction systems. When Memory features are enabled, ChatGPT leverages previously established user preferences to refine suggestions. "If Memory is enabled, when ChatGPT search rewrites your prompt into a search query it may also leverage relevant information from memories," according to OpenAI's technical documentation.
Custom instructions serve as persistent user-defined preferences across sessions. These systems create powerful personalization capabilities, allowing ChatGPT to internally rewrite generic queries into highly specific searches without requiring users to repeatedly specify preferences.
Location data processing further enhances product relevance. The system "collects general location information based on your IP address and may share that general location with third-party search providers to improve the accuracy of your results," OpenAI's documentation states.
The German launch follows ChatGPT's broader search capabilities announcement from October 31, 2024, when OpenAI unveiled comprehensive web search features. That initial release included partnerships with 13 major news organizations and introduced real-time access to current information, sports scores, and financial data.
Shopping functionality represents an expansion of ChatGPT's capabilities beyond conversational AI into territory traditionally dominated by dedicated search engines and e-commerce platforms. The move comes amid rapid adoption of ChatGPT's search capabilities, with OpenAI reporting over 1 billion web searches conducted through the platform weekly.
For merchants seeking inclusion in ChatGPT shopping results, OpenAI has established technical requirements. Websites must avoid blocking OAI-SearchBot, ChatGPT's web crawler used to find, access, and surface information in search results. Publishers allowing OAI-SearchBot access can track referral traffic using analytics platforms, as ChatGPT automatically includes the UTM parameter utm_source=chatgpt.com in referral URLs.
OpenAI has indicated plans for direct product feed submissions from merchants. "We're exploring an easy way for merchants to provide product feeds directly to ChatGPT, helping ensure more accurate, up-to-date listings," the company stated. An interest form allows merchants to request notification when feed submissions become available.
The shopping feature operates without direct API integrations from retailers. ChatGPT cannot access internal databases from platforms like Amazon, Etsy, or Idealo. All information derives from publicly visible content accessible through search result pages or websites directly.
Technical implementation utilizes the OAI-SearchBot crawler specifically for search functionality rather than training generative AI foundation models. This distinction addresses publisher concerns about content usage while enabling search result integration.
The expansion into shopping represents OpenAI's strategic move into markets dominated by major e-commerce and search companies. ChatGPT's processing of over 1 billion weekly searches demonstrates rapid user adoption as a search alternative.
For marketing professionals, these developments create several implications. Brands must consider ChatGPT as an emerging product discovery platform, requiring optimization strategies similar to those used for traditional search engines. Unlike ad-based systems, ChatGPT's product selection algorithm emphasizes factors including customer ratings, price competitiveness, and alignment with specific user preferences.
The absence of direct advertising placements within ChatGPT shopping results may require marketers to focus on organic optimization strategies. Traditional paid search approaches may prove less effective in this environment, potentially favoring businesses with strong product ratings and competitive pricing over those relying primarily on advertising spend.
Shopping implementation in Germany extends ChatGPT's competitive positioning against established search and e-commerce platforms. The system's emphasis on conversational queries and contextual understanding may appeal to users seeking more intuitive product discovery experiences compared to traditional keyword-based searches.
Timeline
- October 31, 2024: OpenAI launches comprehensive web search capabilities for ChatGPT with news partnerships
- April 28, 2025: OpenAI announces shopping features rolling out to all user tiers globally
- April 28, 2025: OpenAI introduces product feed submission interest form for merchants
- May 1, 2025: Google opens AI Mode to all US users with shopping integration
- May 3, 2025: Detailed analysis of ChatGPT product selection methodology published