GoKwik, a D2C commerce enablement platform, and PayU, a diversified fintech platform, have announced the launch of what they claim is India’s first multi-brand direct-to-consumer (D2C) commerce experience integrated directly into ChatGPT. This initiative aims to allow consumers to discover, compare, and purchase products from multiple D2C brands through an AI-powered conversational interface, without leaving the chat environment.

The new platform, operational as of July 28, 2026, features early D2C brands such as Kriti Sanon’s Hyphen, men’s grooming brand Beardo, and clean-label meat marinades provider Kilrr. Hundreds more brands are expected to join through the GoKwik ecosystem.

GoKwik and PayU- Streamlining the D2C Shopping Experience

The integration enables an “agentic commerce” stack, allowing consumers to interact with ChatGPT for specific product needs, such as “skincare products for my dry skin” or “self-care gift hamper for my spouse.” The entire purchase journey—from discovery and comparison to adding to cart, checkout, and payment—is designed to be completed within the conversational flow.

GoKwik facilitates the agentic commerce experience, managing cart creation, checkout, and order placement. **PayU**, an Indian fintech platform, provides the secure payment infrastructure, supporting transactions via UPI, cards, net banking, and digital wallets. This collaboration establishes an end-to-end AI-native shopping journey. For deeper insights into payment solutions, visit PayU India (https://payu.in/).

“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,” stated Vineet Sethi, Chief Growth and Marketing Officer at PayU. “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.”

Addressing D2C Fragmentation

The initiative seeks to address fragmentation within India’s D2C sector, where numerous high-quality brands often operate in isolation with limited individual discoverability. By leveraging AI as a “front door” for commerce, GoKwik and PayU aim to create a new, high-intent discovery channel for hundreds of Indian D2C brands without requiring additional integration efforts on their part. Brands maintain ownership of their catalogue, customer data, and conversion metrics while gaining access to a new consumer touchpoint.

Chirag Taneja, Co-founder & CEO of GoKwik, commented, “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.”

Future Development and Integration

The platform is designed to be future-ready for advanced agentic commerce capabilities. This includes planned support for fully agentic transactions powered by PayU on NPCI’s forthcoming Agentic Payment methods, such as UPI Circle and Rupay Agentic Payment Framework capabilities, alongside Visa and Mastercard’s Agentic Enablement, including Passkey-based payment methods.

GoKwik plans to expand the AI-powered shopping experience across additional brands and categories in phases. The roadmap includes extending the experience beyond ChatGPT to other AI platforms, aiming for personalized shopping journeys across various brands. These developments underscore the evolving landscape of digital commerce and the role of AI in shaping consumer interactions, a topic frequently covered in latest tech industry news (https://technosports.co.in/).