- GoKwik becomes one of the first D2C commerce enablers in India to operationalize agentic
- commerce at aggregator scale, enabling AI-led search, discovery and transactions for hundreds of
- homegrown brands across fashion, beauty, food and wellness
- PayU powers the transaction layer, enabling consumers to complete purchases within the same
- Conversational flow, from discovery to payment, in one interface
- Consumers can shop across multiple D2C brands through a simple AI-powered chat interface,
- Eliminating the need to browse multiple websites
Bengaluru / Gurugram, July 29, 2026: GoKwik, India’s leading D2C commerce enablement
platform, and PayU, India’s leading diversified fintech platform, today announced the launch of
India’s first multi-brand D2C commerce experience integrated directly into ChatGPT. The
experience is now live with early D2C brands including Kriti Sanon’s Hyphen, Beardo (men’s
grooming), and Kilrr Spices (clean-label meat marinades), with hundreds more brands expected to
join through the GoKwik ecosystem.
The agentic commerce stack allows hundreds of homegrown fashion, beauty, and wellness brands
to become discoverable and “shoppable” within a single AI conversation. For the first time in India,
consumers can ask ChatGPT for specific needs like “skincare products for my dry skin” or “self
care gift hamper for my spouse” and complete the entire purchase journey (discovery, comparison,
cart, checkout and payment) without leaving the chat interface.
Indian shoppers currently spend hours every week toggling between brand sites, marketplaces and
social feeds. D2C, the fastest-growing slice of Indian commerce, is also the most fragmented – with
thousands of high-quality brands locked behind their own storefronts and individually low
discoverability.
By turning AI into a “front door” for commerce, GoKwik and PayU are solving the fragmentation
that has long hindered D2C discoverability. ChatGPT alone reaches over 700 million weekly users
globally and with a fast-growing Indian base, the question for D2C founders is no longer whether to
be on AI surfaces — it is how to get there before competitors do.
“Indian D2C built itself on the open web; the next chapter will be built inside conversations,”
said Chirag Taneja, Co-founder & CEO of GoKwik. “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”.
“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.” said Vineet Sethi, Chief Growth and
Marketing Officer, PayU
- Key Capabilities
- Multi-brand shopping on ChatGPT: Consumers can discover and shop products from
- brands including Hyphen, Beardo and Kilrr Spices through a single AI conversation.
- End-to-end secure agentic checkout: GoKwik enables cart creation, checkout and order
- placement within the chat experience, relying on Agentic Commerce Protocol framework
- jointly built with PayU
- Secure payments by PayU: Consumers can complete purchases using UPI, cards, net
- banking and wallets through PayU’s payment infrastructure.
- Future-ready for agentic commerce: The platform is designed to support next-generation
- AI-led transactions powered by PayU on NPCI’s soon to be launched Agentic Payment
- methods UPI Circle and Rupay Agentic Payment Framework capabilities, along with Visa
- and Mastercard’s Agentic Enablement including Passkey based payment methods
About GoKwik
GoKwik is an AI-powered commerce enablement platform that helps D2C brands eliminate friction
across the customer journey. Founded in 2020, the company offers a comprehensive suite of
solutions including smart checkout, shipping management, customer engagement, performance
marketing, and RTO reduction. Serving over 15,000 brands and processing transactions from a
network of 200+ million online shoppers, GoKwik combines network intelligence with autonomous
AI agents to drive profitable growth for direct-to-consumer businesses in India.
About PayU
PayU, India’s leading diversified fintech platform with Prosus as an investor, operates businesses
that are regulated by the Reserve Bank of India and offers advanced solutions to meet the digital
financial services needs of customers (merchants, banks, and consumers). PayU provides
payment gateway solutions to online businesses through its cutting-edge and award-winning
technology and has empowered 4.5 lakhs+ businesses, including India’s leading enterprises, e-
commerce giants and SMBs. It enables businesses to collect digital payments across 100+ online
payment methods such as Credit Cards, Debit Cards, Net Banking, EMIs, pay-later, QR, UPI,
Wallets, and more. It’s a preferred partner in the affordability ecosystem, offering the maximum
coverage of issuers and easy-to-implement integrations across card-based EMIs, pay-
later options and new-age cardless EMIs. PayU offers e-commerce brands best-in-industry
success rates while ensuring a seamless checkout experience.
