Products

OpenAI Introduces Richer Shopping Discovery in ChatGPT Powered by Agentic Commerce Protocol

On March 24, 2026, OpenAI rolled out enhanced product discovery in ChatGPT with visual browsing, side-by-side comparisons, image uploads for similar items, and conversational refinement. The updates extend the Agentic Commerce Protocol (ACP) for merchants to share product data, with Walmart launching an in-ChatGPT app experience.

Tech Insights Reporter Mar 24, 2026 4 min read San Francisco

TLDR

ChatGPT is improving how users discover and compare products through richer visuals, image-based inspiration, and natural conversation. Merchants integrate via the extended Agentic Commerce Protocol (ACP), which now supports product feeds for discovery. Users are directed to merchant checkouts. Walmart is introducing a tailored in-ChatGPT app for account linking, loyalty, and payments.

Richer Shopping Experiences

Instead of fragmented web searches, ChatGPT helps users explore, compare, and decide in one place:

Visual browsing and side-by-side comparisons with price, reviews, and features.
Upload images to find similar items.
Conversational refinement: describe needs, budget, preferences to narrow results.
Improved speed, relevance, and coverage for up-to-date options.

This turns shopping research into a seamless experience.

Agentic Commerce Protocol (ACP) for Discovery

OpenAI is expanding ACP (co-developed with Stripe, open under Apache 2.0) to connect merchants throughout discovery. Merchants share feeds and promotions; data flows into ChatGPT. Merchants handle their own checkout (after pivot from earlier Instant Checkout).

Leading retailers including Target, Sephora, Nordstrom, Lowe’s, Best Buy, The Home Depot, and Wayfair have integrated for discovery. Shopify merchants benefit via existing Catalog integration.

Walmart is launching an in-ChatGPT app experience (web now, apps soon) with account linking, loyalty, and Walmart payments.

Why this story matters

This advances AI from discovery to practical commerce assistance at scale (hundreds of millions of users). By focusing on discovery while merchants control checkout, it balances user experience with merchant needs. It signals the evolution of agentic systems toward real-world actions like shopping, with implications for e-commerce, personalization, and trust.

Sources

OpenAI official: "Powering Product Discovery in ChatGPT" (March 24, 2026). https://openai.com/index/powering-product-discovery-in-chatgpt/
CNBC: "OpenAI revamps shopping experience in ChatGPT after struggling with Instant Checkout offering" (March 24, 2026).
Statements from Shopify (Mani Fazeli) and Walmart (Daniel Danker).

Featured Image Alt Text

ChatGPT interface demonstrating visual product discovery, side-by-side comparisons, and merchant integration for shopping