GoKwik and PayU enable D2C shopping on ChatGPT

By Milan Rojan

GoKwik and PayU have launched what they describe as India’s first multi-brand direct-to-consumer (D2C) commerce experience integrated into ChatGPT, enabling consumers to discover, compare and purchase products from multiple brands within a single AI-powered conversation.

Chirag Taneja, Co-founder and CEO, GoKwik, said: “We’re bringing every GoKwik brand into ChatGPT with the same intelligent checkout that powers their websites, reaching shoppers where they are already searching.”

The platform has gone live with brands including Hyphen, Beardo and Kilrr, with GoKwik planning to expand the offering to hundreds of merchants across fashion, beauty, food and wellness through its D2C ecosystem.

The agentic commerce solution has enabled shoppers to search for products using natural language prompts and complete the purchase journey, from product discovery and comparison to cart creation, checkout and payment, without leaving the ChatGPT interface. PayU has powered the payments layer, supporting transactions through UPI, cards, net banking and digital wallets.

Vineet Sethi, Chief Growth and Marketing Officer, PayU, said: “Our partnership with GoKwik brings PayU’s payments infrastructure into an AI-native shopping experience, enabling consumers to move from intent to transaction within a single conversational interface.”

According to the companies, the platform has addressed the fragmented nature of India’s D2C market by providing a single AI-driven shopping interface for multiple brands. GoKwik said merchants can join the platform without additional engineering work or separate integrations while retaining ownership of their catalogue, customer and conversion data.

The companies said the platform has been designed to support future agentic commerce capabilities, including AI-led payment methods based on upcoming NPCI initiatives such as UPI Circle and UPI Reserve, alongside Visa and Mastercard’s agentic payment frameworks.

GoKwik has planned to extend the AI-powered shopping experience across additional brands, product categories and AI platforms through a phased rollout.