Reddit is taking another step toward positioning itself as an ecommerce destination, testing a new AI-powered search feature that turns community recommendations into shoppable results.
A small group of users in the U.S. will begin seeing interactive product carousels embedded directly into their search results. The units include pricing, product images, and direct links to purchase.
According to the company, when a user asks a product-related question—such as “best noise-canceling headphones” or “electronic gift ideas for a college student”—a related product carousel will appear at the bottom of the search results page.
The products displayed are sourced from Reddit’s Shopping and Dynamic Product Ads (DPA) partners. Items surface when they are specifically mentioned by users in relevant posts and comment threads. Clicking on a product tag reveals additional details about the item and provides information on where to buy it.
The test aligns with Reddit’s broader push into ecommerce and its use of AI-powered performance insights built on 20 years of conversations across the platform.
In November, Reddit expanded its commerce capabilities by partnering with WooCommerce, connecting millions of small business storefronts to Reddit’s advertising system.
More recently, the company introduced “Top Audience Personas,” an AI-powered cluster reporting feature that uses Community Intelligence to help advertisers understand who is viewing and interacting with their ads.
So far, the strategy appears to be paying off. Reddit reports that its focus on AI-powered ad tools and shopping initiatives has contributed to a 75 percent year-over-year increase in ad revenue, according to its latest performance report.
