The term “chip” is so 80’s and emanated from the socketed prom chip that was used in those ECU’s of the day.
Now the hip term is “tune”, a software file that you can use to reprogram todays modern(ish) ECUs but such mail order tunes are rubbish in my opinion. Better to reprogram and optimise the existing ECU when it’s on a dyno, in real time (but thats more costly)..
The bigger question you should be asking yourself should be based around what you are trying to achieve. If it’s just bragging rights, maybe a cheap brock polarised would suffice
What you do really depends on what you want and your budget but you’ve provided no indication of what either may be