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Reddit is testing a new commerce-focused feature that could reshape how users discover products. The Reddit AI search tool pulls recommendations from community discussions and links them directly to products from partner retailers, according to the announcement. A small group of U.S. users will see product carousels with prices, images, and direct purchase links when they search for items like headphones or gift ideas. This move signals Reddit’s deeper push into e-commerce and advertising. It also reflects rising competition among social platforms that want to turn conversations into sales funnels.
Reddit’s Push to Merge Community Insight with Shopping
The company already launched Dynamic Product Ads last year to personalise shopping suggestions. Now, the search experience itself is becoming transactional. Users who tap on a product can view details and jump straight to a retailer’s page. Reddit says the feature highlights items mentioned in posts and comments, giving shoppers faster access to community-backed options. That approach may appeal to users who trust peer opinions more than traditional ads. It also positions Reddit as a discovery engine that blends discussion and commerce.
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Integrating recommendations into search on Reddit could increase user engagement and ad revenue. Steve Huffman has described search as a major growth opportunity for the platform. Weekly active search users have grown from 60 million to 80 million over the past year. Meanwhile, Reddit Answers has expanded from 1 million to 15 million weekly users in 2025. These metrics suggest that discovery tools are becoming central to Reddit’s strategy. The Reddit AI search tool fits into that broader shift toward monetising search behaviour.
Reddit AI Search Tool: Competitive Context and Future Implications
Social platforms like TikTok and Instagram already embed shopping into feeds and videos. Reddit’s approach differs because it anchors commerce in community conversations. That could offer higher trust and relevance, especially for tech, lifestyle, and niche products. However, Reddit must balance monetisation with its community-driven identity. Users often resist overt commercialisation in discussion spaces.
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If successful, this feature could open new revenue streams for Reddit and its partners. Retailers gain access to high-intent users searching for specific products. Reddit gains stronger ad inventory and transaction pathways. Users gain faster access to products endorsed by peers. Yet privacy and transparency will remain key concerns, especially when algorithms surface recommendations from organic conversations.
The test phase will determine whether users accept product carousels in search results, Reddit plans to refine the feature based on usage patterns and feedback. If adoption grows, the Reddit AI search tool could evolve into a core revenue driver and reshape how community platforms integrate commerce.
