Commerce technology company GoKwik and fintech platform PayU have launched a multi-brand direct-to-consumer shopping experience integrated with ChatGPT, allowing users to search for products from multiple brands through conversational queries. Users can compare products, create a cart, complete checkout and make payments without moving between individual brand websites. GoKwik is providing the product discovery, cart creation, checkout and order placement infrastructure, while PayU is handling the payment layer, enabling payments through UPI, cards, net banking and digital wallets. Skincare brand Hyphen, men’s grooming brand Beardo and food brand Kilrr are among the first businesses available; GoKwik said more brands from its merchant network would be added in phases. GoKwik said merchants would not require a separate technical integration, and participating brands retain control over their product catalogues, customer information and conversion data, with no separate listing fee charged. The technology is based on an Agentic Commerce Protocol framework developed by GoKwik and PayU, and is being prepared to support emerging payment systems including NPCI’s proposed agentic payment capabilities, UPI Circle and the RuPay Agentic Payment Fra.