India, July 28 -- GoKwik and PayU are taking multi-brand D2C commerce into a new space with what they describe as India's first multi-brand D2C commerce experience integrated directly into ChatGPT. The platform brings brands including Hyphen, Beardo, and Kilrr into one conversational shopping journey, with hundreds more expected to join through the GoKwik ecosystem.

The shift goes beyond adding another digital storefront. Consumers can ask ChatGPT for products based on specific needs, compare options, create a cart, complete checkout, and make payments without leaving the chat interface. For India's fragmented D2C market, the model could offer a new way to connect high-intent shoppers with brands that may otherwise struggle to stand out...