Shopee Now Searchable via ChatGPT Across Singapore, Southeast Asia

Shopee is now accessible directly through ChatGPT, allowing users across Singapore, Southeast Asia, and Brazil to search for products using conversational AI prompts. The integration, announced Tuesday, marks the latest phase of an expanded strategic partnership between Sea Limited and OpenAI that also introduces AI-powered seller tools and developer engagement through Codex.

The Shopee integration sits inside ChatGPT as a discoverable app — users can ask for gift ideas, fashion recommendations, or travel essentials and receive product suggestions pulled from Shopee's marketplace. Purchases are completed on the Shopee platform itself. The rollout covers eight markets: Singapore, Indonesia, Malaysia, the Philippines, Thailand, Vietnam, Taiwan, and Brazil, giving the feature immediate regional scale from day one.

Singapore has positioned itself as a neutral and trusted hub for international AI collaboration, and the Sea-OpenAI partnership is one of the most tangible examples of that strategy in action. Beyond the consumer-facing integration, OpenAI's ChatGPT for Business is being introduced to Shopee's seller ecosystem, with eligible merchants receiving onboarding resources, training, and best-practice guides. Use cases span product listing generation, marketing content, customer service workflows, and business operations — effectively embedding AI as an operating layer across Shopee's commerce infrastructure.

Sea first partnered with OpenAI in 2025 on marketing promotions and the ShopeeVIP membership programme. This expanded agreement goes considerably further: it directly ties OpenAI's most recognisable consumer product — ChatGPT — to Sea's e-commerce engine. For OpenAI, the deal gives ChatGPT a functional shopping utility in some of the world's fastest-growing consumer markets. For Sea, it's a distribution advantage that competitors like Lazada and TikTok Shop will need to match.

Why it matters for Singapore: Shopee is one of Singapore's most globally recognised tech brands, and this integration puts a Singapore-built product at the intersection of conversational AI and e-commerce. For the city-state's broader AI ambitions, the partnership demonstrates that Singapore-headquartered companies can lead the charge in making AI useful at scale — not just as consumers of the technology, but as the architects of how millions of people actually interact with it. The seller-side AI tools also have direct downstream benefits for the thousands of Singapore-based merchants who rely on Shopee as their primary sales channel.