I Bought a Fridge Using ChatGPT

AI helped me choose a fridge — faster and better than any website. Here’s why that changes how your business needs to sell.

• I used ChatGPT to find and buy a fridge based on highly specific constraints.

• The buying journey bypassed traditional e-commerce and search entirely.

• Generative AI is now the front door to product discovery — and CEOs must adapt.

I Bought a Fridge Using ChatGPT — and Discovered the Future of Search

When my fridge died, I had exact replacement specs:

• Width: ≤ 700mm

• Depth: ≤ 800mm

• Height: ≤ 1850mm

• Minimum 300L fridge + 100L freezer

• Available in Melbourne, Australia

Normally, this would mean multiple web browser tabs, filters, PDFs, and a few frustrating hours comparing dimensions in a spreadsheet.

Instead, I described my needs to ChatGPT. It parsed the criteria, clarified the edge cases, searched real-time listings, and filtered against specs, prices, and reviews. Then it presented the best options, side by side, with links.

I didn’t browse. I didn’t compare.

I conversed — and bought.

This is Not Just a Better Search Tool.
It’s a New Interface for Buying.

What I experienced is now being replicated across industries.

Platforms like Shopify have launched AI-powered assistants like Sidekick that help retailers find and manage products using chat.

OpenAI’s own vision for product discovery shows that conversational buying is here, not coming.

Meanwhile, ChatGPT plugins are already working with Klarna, Instacart, and Shop to complete end-to-end transactions in the chat window.

Search is Splitting
Visibility Up, Clicks Down

There’s clear evidence that AI summaries are reshaping the customer journey. A recent LinkedIn post by Brian Dainis visualised this split using real Google Search Console data:

Source: Brian Dainis, LinkedIn

His insight?

“We’re losing casual browsers — and gaining serious buyers.”

The implications: