Shopee Integrates ChatGPT for Enhanced Product Discovery in Southeast Asia and Brazil

Shopee, a prominent e-commerce giant under Sea Limited, has announced a significant expansion of its strategic partnership with OpenAI, bringing ChatGPT capabilities directly to its vast user base across Southeast Asia and Brazil. This integration marks a pivotal step in making AI-powered shopping more accessible and intuitive for millions of consumers. Starting today, users in Indonesia, Malaysia, the Philippines, Singapore, Thailand, Taiwan, Vietnam, and Brazil can leverage the Shopee app within ChatGPT. This allows for a novel product discovery experience where shoppers can use natural language prompts to find items. For instance, customers can ask ChatGPT for gift ideas, fashion suggestions, travel essentials, or specific products, and receive recommendations directly from Shopee's extensive catalog before proceeding to complete their purchase on the platform. This conversational approach aims to transform how users browse and select products, moving beyond traditional search methods. The partnership isn't solely focused on the consumer side. It also extends substantial benefits to Shopee's seller ecosystem. OpenAI will introduce ChatGPT for Business to merchants, offering trials, onboarding resources, training, and best-practice guides. These tools are designed to empower sellers to utilize AI for various operational aspects, including creating compelling product listings, generating effective marketing content, enhancing customer service workflows, and automating other business operations. This move is expected to significantly boost AI adoption among small and medium-sized businesses operating on the Shopee platform. This expanded collaboration builds upon an existing relationship between Sea and OpenAI, which began in 2025 with initiatives focused on making ChatGPT more accessible through marketing promotions and the ShopeeVIP membership program. OpenAI's Chief Revenue Officer, Denise Dresser, highlighted that integrating OpenAI's technology into widely used products like Shopee makes AI more useful and accessible in everyday life. Similarly, Forrest Li, Chairman and CEO of Sea, emphasized their shared commitment to leveraging AI to improve the lives of consumers and small businesses, aiming to deliver more intuitive AI-native experiences and enable businesses to grow competitively in the digital economy. The partnership also includes support for Sea's use of OpenAI's coding agent, Codex, and broader developer engagement.