Reddit is testing a new AI search feature for shopping | TechCrunch

TechCrunch

by Aisha Malik

February 19, 2026

AI-Generated Deep Dive Summary

Reddit is rolling out a new AI-powered search feature aimed at enhancing its shopping capabilities by integrating community recommendations with product listings. The feature, currently being tested with a small group of U.S. users, displays interactive carousels of products directly mentioned in community discussions. These carousels include pricing, images, and direct purchase links, making it easier for users to find and buy recommended items. This initiative reflects Reddit’s broader strategy to merge its user-generated content platform with e-commerce elements. Earlier, the company introduced Dynamic Product Ads (DPA), which provided personalized product recommendations based on user interests. Now, when users search for topics like “best noise-canceling headphones” or “college gift ideas,” they’ll see a curated carousel of related products at the bottom of their search results. Tapping on a product takes users directly to purchase options, streamlining the shopping experience within the platform. The move positions Reddit in line with other platforms like TikTok and Instagram, which have long integrated shoppable features. While not alone in exploring AI-driven commerce—OpenAI’s ChatGPT also offers an “Instant Checkout” feature for purchases—the test highlights Reddit’s growing focus on AI as a business driver. CEO Steve Huffman has emphasized that AI search could be the next big opportunity for the company, both in terms of product innovation and revenue generation. Reddit’s shift toward e-commerce aligns with its goal to leverage its massive user base and diverse communities. With weekly active search users increasing from 60 million to 80 million over the past year, and AI-powered features like Reddit Answers growing from 1 million to 15 million weekly active users, the company is betting on AI to drive engagement and monetization. This integration not only enhances user experience but also opens new revenue streams through partnerships with retailers. For tech enthusiasts, this feature underscores the growing importance of AI in shaping online shopping experiences. By combining community insights with AI-driven recommendations, Reddit aims to create a more personalized and seamless shopping journey. As other platforms continue to innovate in this space, Reddit’s approach highlights how user-generated content can be leveraged to drive e-commerce, offering a unique angle in the competitive tech landscape.

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Originally published on TechCrunch on 2/19/2026