Bengaluru / Gurugram: GoKwik and PayU have announced the launch of India’s first D2C commerce experience integrated directly into ChatGPT, enabling consumers to discover, compare and purchase products from multiple direct-to-consumer (D2C) brands within a single AI-powered conversation.
The new D2C commerce experience is now live with early brands including Kriti Sanon’s Hyphen, Beardo and Kilrr, with hundreds more brands expected to join through the GoKwik ecosystem.
The initiative makes GoKwik one of the first D2C commerce enablement platforms in India to operationalize agentic commerce at aggregator scale.
The platform enables AI-led product discovery, search and transactions for hundreds of homegrown brands across fashion, beauty, food and wellness categories, while PayU powers the transaction layer, allowing customers to complete purchases within the same conversational flow.
Consumers can now shop across multiple D2C brands using a simple AI-powered chat interface, eliminating the need to browse multiple websites.
Through ChatGPT, users can ask for products based on specific requirements such as “skincare products for my dry skin” or “self care gift hamper for my spouse,” compare available options, add products to cart, complete checkout and make payments without leaving the conversation.
According to the companies, Indian shoppers currently spend hours navigating multiple brand websites, marketplaces and social platforms.
While D2C remains one of the fastest-growing segments of Indian commerce, it is also highly fragmented, with thousands of brands operating independent storefronts that often face discoverability challenges.
This new D2C commerce experience aims to address that fragmentation by making brands discoverable through AI conversations.
The companies noted that ChatGPT reaches more than 700 million weekly users globally and has a rapidly growing user base in India, creating a new opportunity for D2C brands to engage consumers directly through AI-powered interfaces.
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Commenting on the launch, Chirag Taneja, Co-founder & CEO of GoKwik, said: “Indian D2C built itself on the open web; the next chapter will be built inside conversations.
We’re bringing every GoKwik brand into ChatGPT with the same intelligent checkout that powers their websites—reaching the shopper where they are already asking the question”.
Speaking on the partnership, Vineet Sethi, Chief Growth and Marketing Officer, PayU, said: “Digital Commerce in India is transforming at a breakneck speed, moving from search to conversation and payments infrastructure is at the heart of that shift.
Our partnership with GoKwik brings PayU’s payments rail into an AI-native shopping experience for the first time at aggregator scale, enabling consumers to move from intent to transaction within a single conversational interface, across hundreds of D2C brands. This is the infrastructure layer that India’s next decade of commerce will be built on.”
Key capabilities of the D2C commerce platform
The newly launched D2C commerce experience offers several capabilities, including:
- Multi-brand shopping on ChatGPT: Consumers can discover and shop products from brands including Hyphen, Beardo and Kilrr through a single AI conversation.
- End-to-end secure agentic checkout: GoKwik enables cart creation, checkout and order placement within the chat experience using the Agentic Commerce Protocol framework jointly developed with PayU.
- Secure payments by PayU: Customers can complete purchases using UPI, cards, net banking and wallets through PayU’s payment infrastructure.
- Future-ready agentic commerce: The platform is designed to support AI-led transactions powered by PayU using NPCI’s upcoming Agentic Payment methods, including UPI Circle and RuPay Agentic Payment Framework capabilities, along with Visa and Mastercard’s Agentic Enablement, including passkey-based payment methods.
- No-code onboarding for D2C brands
GoKwik said every merchant on its platform can become available inside ChatGPT without additional engineering work, new integrations or separate listing fees.
Brands continue to retain ownership of their catalogue, customer relationships and conversion data while gaining access to an AI-powered shopping channel designed to connect with high-intent consumers.
Looking ahead, the companies plan to expand the D2C commerce experience to additional brands and product categories through a phased rollout.
The roadmap also includes fully agentic transactions powered by PayU using NPCI’s UPI Reserve and the upcoming Agentic Payment UPI Circle capabilities, beginning with high-frequency purchase categories.
The experience is also expected to extend beyond ChatGPT to other AI platforms, enabling personalized shopping journeys across brands.
