The platform allows users to search for products, explore recommendations, add items to cart and complete payments within the same chat interface, reducing the need to visit individual brand websites.
The experience is currently live with brands including beauty and personal care company Hyphen, men’s grooming brand Beardo and food brand Kilrr. More D2C brands are expected to be added through GoKwik’s merchant network.
The development marks an early move towards agentic commerce, where artificial intelligence systems assist consumers across multiple stages of a transaction, from understanding a requirement and suggesting products to completing a purchase.
For instance, a consumer looking for skincare products for dry skin or a gift hamper can ask
ChatGPT for recommendations and complete the buying process within the conversation.
Traditionally, D2C brands have relied on their own websites, marketplaces and social media platforms to reach customers. While the model has helped smaller brands build direct relationships with consumers, discoverability remains a challenge due to the fragmented nature of online commerce.
Under the partnership, GoKwik will enable brands on its platform to become available within ChatGPT, while PayU will provide the payment infrastructure for transactions. Consumers can pay using options including UPI, cards, net banking and wallets.
The companies said the integration does not require separate technical integration for existing GoKwik merchants and could provide brands with another channel to reach consumers through AI platforms.
The launch comes as technology companies globally explore AI-led shopping experiences, where conversational tools move beyond answering queries to assisting with product discovery and purchases.
GoKwik and PayU said they plan to expand the experience across more categories and AI platforms, as AI-based commerce and digital payments continue to evolve.
First Published: Jul 28, 2026 12:25 PM IST
