The news: ChatGPT introduced two new shopping features: a “Try on” button that appears on product listings for clothes and accessories and the ability to save any product to a folder in the ChatGPT Library.

The features are powered by OpenAI’s recently launched ChatGPT Images 2.5 model, which it says generates more natural lighting and richer textures, follows editing instructions more reliably, and generates images faster, per TechCrunch.

How the tools work:

• The Try On button, which appears in ChatGPT’s shopping results, enables users to upload a selfie or full-body photo to see how a piece of clothing or an accessory might look on them. Users can also upload an image of an item, such as a web screenshot, and ask ChatGPT to try it on.
• The other new feature, Favorites, lets users save products they find to their ChatGPT Library, where they can return to them later. OpenAI says these saved items will appear alongside try-on images.

The context: Instant Checkout—in which ChatGPT integrated checkout into its platform—was OpenAI’s swing for the fences in commerce. But it quickly struck out. Since then, the company has shifted toward playing small ball, adding features that help consumers at different points in the shopping journey rather than trying to own the transaction outright. That includes third-party apps that plug into the chatbot, tools that simplify product discovery and comparison, and now virtual try-on and Favorites.

The latest features are hardly unique. Google launched an AI-powered virtual try-on feature in May 2025, and many retailers have offered similar capabilities for years. However, OpenAI doesn’t necessarily need to invent every piece of the shopping journey if it can bring enough of those pieces together in one place in a way that makes consumers’ lives easier.

Implications for agentic commerce: No single one of these features is likely to transform shopping or give consumers a compelling reason to abandon the platforms where they already shop. But OpenAI is adding capabilities shoppers have already shown an appetite for. For example, 31% of digital shoppers who use AI shopping tools have used virtual try-on or visualization tools, per Ryder.

By weaving together discovery, comparison, try-on, saved products, and merchant integrations, ChatGPT is gradually building a more complete shopping ecosystem. And with our forecast expecting ChatGPT’s US user base to grow 24.8% this year and to reach 33.9% of internet users by 2030, OpenAI has a rapidly expanding audience to introduce those capabilities to.

The bet is that it doesn’t need to hit home runs in order to win a meaningful share of ecommerce over time. If ChatGPT can make each step of shopping a little bit easier, those incremental improvements could eventually make it a more natural place for consumers to start—and continue—their shopping journeys.