CONNECT WITH US
Fintech

Fintech

Can Razorpay Turn ChatGPT Into India’s Next Commerce Channel?

Inc42 – Fintech logo

Published on

Add as a preferred source on Google
Can Razorpay Turn ChatGPT Into India’s Next Commerce Channel?

ChatGPT is beginning to emerge as more than a search assistant for ecommerce. For a growing number of brands and marketplaces, it is also becoming a new channel for product discovery and, increasingly, shopping.

Nykaa offered one of the clearest signals of that shift in its recent Q1 FY27 management commentary.

The beauty retailer said it has become the top beauty brand on ChatGPT and Gemini through what it calls “Answer Engine Optimization” (AEO), and indicated that AI answer engines are emerging as a customer acquisition channel alongside Google Search. 

It also announced plans to bring Nykaa Beauty and Nykaa Fashion shopping experiences into ChatGPT as part of a broader OpenAI partnership.

If AI assistants become another place where consumers discover products, merchants will need more than visibility, they will also need the ability to complete transactions inside those conversations. That is the opportunity Razorpay is betting on.

Months before AI commerce entered mainstream investor conversations, the payments company began working with OpenAI and NPCI on infrastructure that enables merchants to build ChatGPT-native storefronts and complete purchases within the chat interface. 

According to CEO Harshil Mathur, Razorpay is currently working with around 50 brands and several ecommerce marketplaces experimenting with agentic commerce, with skincare brand Innovist among the first to go live on its ChatGPT commerce stack for select users.

The experience will be enabled on UPI Reserve Pay, which allows users to block a specific amount of funds for future debits to designated merchants, and UPI Circle, a solution that delegates UPI authentication, enabling payments to be completed directly within ChatGPT without switching to external apps or websites.


Source link
Related Topics:Fintech

Disclaimer

We strive to uphold the highest ethical standards in all of our reporting and coverage. We TheMorningPulse.fyi want to be transparent with our readers about any potential conflicts of interest that may arise in our work. It's possible that some of the investors we feature may have connections to other businesses, including competitors or companies we write about. However, we want to assure our readers that this will not have any impact on the integrity or impartiality of our reporting. We are committed to delivering accurate, unbiased news and information to our audience, and we will continue to uphold our ethics and principles in all of our work. Thank you for your trust and support.