GoKwik and PayU Launch ChatGPT-Powered Multi-Brand D2C Shopping
CE DESK 
GoKwik and PayU have partnered to launch what they describe as India’s first multi-brand direct-to-consumer shopping experience integrated directly into ChatGPT. The new flow lets users discover products, compare options, build a cart, check out and pay across multiple D2C brands without leaving the chat interface.
The experience is live with early partners such as Hyphen, Beardo and Kilrr, with hundreds of homegrown fashion, beauty and wellness brands expected to join through the GoKwik ecosystem. Consumers can type needs like “skincare for dry skin” or “self-care gift hamper for my spouse,” and the agentic commerce stack surfaces relevant products, helps refine choices and assembles a cart inside the conversation.
GoKwik’s platform handles multi-brand discovery, cart creation and order placement, while PayU powers secure payments via UPI, cards, net banking and wallets. The stack is built on an Agentic Commerce Protocol jointly designed by GoKwik and PayU, aimed at reducing drop-offs between intent, checkout and payment by keeping the entire journey in one chat window.
The solution is also positioned as future-ready for next-gen agentic payment rails, including forthcoming NPCI frameworks such as UPI Circle and RuPay agentic payment capabilities, along with Visa and Mastercard passkey-based methods. Crucially, existing GoKwik merchants can become “shoppable” inside ChatGPT with no additional engineering work or separate listing fees, making adoption simpler for D2C brands.
“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” Added.
Vineet Sethi, Chief Growth and Marketing Officer, PayU said, “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.”
Over time, GoKwik and PayU plan to expand the experience to more categories and AI platforms, creating personalised, multi-brand shopping journeys that start and finish within an AI conversation.
