GoKwik, PayU launch multi-brand integrated platform for commerce using ChatGPT

Bengaluru / Gurugram, July 28: 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 (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,” he 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,” said Vineet Sethi, Chief Growth and Marketing Officer, PayU.

(BVI)