GoKwik and PayU have introduced a multi-brand direct-to-consumer (D2C) shopping experience on ChatGPT, allowing consumers to browse, compare and buy products from participating brands without leaving the chat interface.
The feature is currently available for brands including Kriti Sanon's Hyphen, Beardo and Kilrr, with more GoKwik-powered D2C brands expected to be added in the coming months. Users can complete the entire shopping journey—from product discovery to checkout and payment—within a single conversation on ChatGPT.
Under the partnership, GoKwik powers the commerce infrastructure, handling product discovery, cart creation and checkout, while PayU provides the payment layer, supporting UPI, cards, net banking and digital wallets.
Commenting on the launch, Chirag Taneja, Co-founder and CEO of GoKwik, said conversational AI is set to reshape how consumers shop online. He added that the company is bringing GoKwik-powered brands to ChatGPT with the same intelligent checkout experience available on their websites, enabling shoppers to purchase products where they are already searching for recommendations.
Vineet Sethi, Chief Growth and Marketing Officer at PayU, said India's digital commerce ecosystem is rapidly evolving from traditional search-led journeys to conversational experiences. He noted that integrating PayU's payment infrastructure into ChatGPT enables consumers to move seamlessly from product discovery to transaction while giving D2C brands access to an AI-native commerce channel.
According to the companies, GoKwik merchants can make their product catalogues available on ChatGPT without requiring additional engineering effort or separate integrations. The rollout will gradually expand to include more brands, product categories and AI-powered platforms.
