GoKwik and PayU have launched a multi-brand direct-to-consumer shopping experience within ChatGPT, letting users discover, compare and purchase products from participating brands without leaving the chat interface.
The experience is currently live with brands including Kriti Sanon’s Hyphen, Beardo and Kilrr, with more expected to join through the GoKwik ecosystem. Users can search for products directly within ChatGPT and complete the entire purchase journey – including checkout and payment – within the same conversation.
GoKwik powers the underlying commerce layer, handling product discovery, cart creation and checkout, while PayU provides the payment infrastructure supporting UPI, cards, net banking and wallets.
Chirag Taneja, co-founder and CEO, GoKwik, said Indian D2C was built on the open web, and that its next chapter will be built inside conversations. He said the company is bringing every GoKwik brand into ChatGPT with the same intelligent checkout that powers their websites, meeting shoppers where they’re already asking questions.
Vineet Sethi, chief growth and marketing officer, PayU, said Indian digital commerce is shifting rapidly from search to conversation, with payments infrastructure central to that transition. He said the partnership brings PayU’s payment rails 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.
The companies said GoKwik merchants can list products on ChatGPT without additional engineering work, with plans to extend the experience to more brands, categories and AI platforms in a phased rollout.
