GoKwik and PayU have partnered to launch what the companies claim is India’s first multi-brand D2C commerce experience on ChatGPT, allowing consumers to discover, compare and purchase products from multiple direct-to-consumer (D2C) brands without leaving the AI chat interface.
The experience has gone live with brands including Hyphen, Beardo and Kilrr, with hundreds of additional brands from the GoKwik ecosystem expected to join in the coming months.
The collaboration enables consumers to shop across multiple homegrown fashion, beauty, food and wellness brands through natural language conversations. Users can ask ChatGPT for recommendations such as skincare products for dry skin or gift hampers and complete the entire purchase journey from product discovery and comparison to checkout and payment within the same interface.
According to the companies, the initiative addresses one of the biggest challenges facing India’s D2C ecosystem: fragmented discovery. While the sector has grown rapidly, brands largely operate through independent storefronts, making it difficult for consumers to discover products across multiple brands in one place.
GoKwik powers the commerce layer by enabling AI-led search, product discovery, cart creation and checkout for brands on its platform, while PayU provides the payment infrastructure, allowing users to complete purchases through UPI, cards, net banking and digital wallets within the conversation.
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.”
Highlighting the role of payments in AI-driven commerce, Vineet Sethi, Chief Growth and Marketing Officer, PayU, added “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.”
FAQs
- What is the GoKwik and PayU ChatGPT shopping experience?
The new experience allows consumers to discover, compare and purchase products from multiple D2C brands directly within ChatGPT. GoKwik powers the commerce and checkout experience, while PayU enables secure payments. - Which brands are currently available on ChatGPT through this partnership?
The platform has launched with brands including Hyphen, Beardo and Kilrr, with hundreds of additional D2C brands from the GoKwik ecosystem expected to join over time. - How does shopping on ChatGPT work?
Consumers can ask ChatGPT for product recommendations based on their needs, browse relevant options, add products to their cart, and complete checkout and payment—all within the same conversational interface. - What payment methods are supported?
Payments are processed by PayU and support multiple options, including UPI, credit and debit cards, net banking and digital wallets. - How will the partnership benefit D2C brands?
The integration gives D2C brands a new AI-powered discovery channel without requiring additional engineering work or separate integrations. Brands also retain ownership of their product catalogue, customer relationships and conversion data.
