Razorpay is advancing AI-driven commerce in India by enabling merchants to build ChatGPT-native storefronts that allow customers to discover and complete purchases within chat interfaces. The payments company is currently working with around 50 brands and several ecommerce marketplaces, including skincare brand Innovist, which is among the first to go live on its ChatGPT commerce stack, according to CEO Harshil Mathur, as reported by inc42.com.
Months before AI commerce became a mainstream investor topic, Razorpay partnered with OpenAI and the National Payments Corporation of India (NPCI) to develop the infrastructure supporting agentic commerce on ChatGPT. This infrastructure allows brands to integrate their product discovery and transaction processes directly into AI assistants, creating a seamless shopping experience. Nykaa, a leading beauty retailer, has also embraced this shift, becoming the top beauty brand on ChatGPT and Gemini through 'Answer Engine Optimization' and planning to bring its shopping experiences into ChatGPT via an OpenAI partnership.
The move reflects a broader trend where AI assistants are emerging as new customer acquisition channels alongside traditional search engines like Google. For merchants, this means not only gaining visibility on AI platforms but also enabling transactions within conversational interfaces. Razorpay’s initiative positions it at the forefront of this evolving commerce landscape in India, where conversational AI could redefine how consumers discover and buy products online.
Razorpay’s CEO Harshil Mathur confirmed the company’s ongoing collaboration with around 50 brands and several ecommerce marketplaces to experiment with ChatGPT commerce, with Innovist among the first live users on the platform, according to inc42.com.