Reddit takes on TikTok and Instagram with new community-driven shopping

Reddit has unveiled a fresh trial of AI-powered shopping search results, aiming to blend its famous community-led banter with modern e-commerce.

Initially launching for a select group of users in the United States, the tool introduces product carousels that feature images, pricing, and direct "where-to-buy" links pulled straight from genuine user conversations.

The feature is designed to assist with specific on-demand queries, such as "best noise-cancelling headphones" or "college gift ideas," ensuring that real human advice remains the focal point of the shopping journey.

The intelligent tool works by scanning various posts and comments for product mentions, then curating a carousel of relevant items.

When a user clicks on a product, they can see further details and leap directly to the retailer's site to complete a purchase.

Reddit’s Product Lead, Maria Chen, explained that the feature "surfaces top-recommended products directly from discussions, giving Redditors instant information about any product."

This experimental release builds upon the Dynamic Product Ads launched last year and reflects a broader industry shift.

With platforms like TikTok and Instagram already treating shopping as a standard feature, and OpenAI’s ChatGPT Instant Checkout gaining traction, Reddit is clearly keen to keep pace.

By integrating artificial intelligence into its search results, the platform hopes to modernise the user experience without losing the traditional forum-style charm that its community loves.

It represents a significant step in turning casual recommendations into a seamless, interactive marketplace, all while keeping the collective wisdom of its users at the very heart of the process.