GoKwik and PayU launch India's first ChatGPT‑integrated multi‑brand D2C shopping platform

GoKwik, a leading Indian direct‑to‑consumer (D2C) commerce enablement platform, partnered with fintech firm PayU to introduce the country's first multi‑brand D2C shopping experience inside ChatGPT. The service, now live, lets users discover, compare and purchase products from brands such as Hyphen (Kriti Sanon's line), Beardo and Kilrr through a conversational interface, completing the entire checkout and payment process without leaving the chat.

The platform combines GoKwik's intelligent checkout infrastructure with PayU’s payment rail, supporting UPI, credit/debit cards, net‑banking and digital wallets. It aims to solve the fragmentation of India's rapidly growing D2C market, where thousands of brands operate separate storefronts, by making AI‑driven conversations a new discovery channel.

GoKwik CEO Chirag Taneja said the initiative moves Indian digital commerce from search to conversation, while PayU’s Vineet Sethi highlighted that embedding payments directly in AI interactions will shape the next decade of commerce. The companies plan to extend the capability to hundreds of additional brands in the GoKwik ecosystem.