GoKwik and PayU have partnered to launch a multi-brand direct-to-consumer (D2C) shopping experience on ChatGPT, enabling consumers to discover, compare and purchase products from participating brands without leaving the chat interface. The move marks a significant step towards conversational commerce, where product discovery, checkout and payment happen within a single interaction.
The experience is currently live with brands including Kriti Sanon's Hyphen, Beardo and Kilrr, with additional merchants expected to join through the GoKwik ecosystem in the coming months.
From Discovery to Payment in One Conversation
Under the partnership, GoKwik powers the commerce infrastructure, managing product discovery, cart creation and checkout, while PayU provides the payment layer supporting UPI, cards, net banking and digital wallets. Consumers can browse products, compare options and complete transactions without switching between multiple apps or websites.
The launch reflects the growing convergence of artificial intelligence, digital payments and e-commerce, as brands look to reduce friction across the purchase journey while improving conversion rates.
For D2C marketers, conversational interfaces could emerge as a new acquisition and sales channel alongside traditional websites, marketplaces and social commerce.
Chat Becomes the New Storefront
As AI assistants evolve from information engines into transaction platforms, commerce is shifting from clicks to conversations. Brands that optimise their catalogues and shopping experiences for AI-powered interfaces could gain an early advantage in the next phase of digital retail.
The Last Word
The race in commerce is no longer about attracting traffic—it's about enabling transactions wherever consumer intent emerges, and AI conversations may become the next high-value point of sale.