OpenAI introduced an instant checkout feature in ChatGPT last year, allowing users to browse and purchase products without leaving the chat interface. Google soon followed suit with shoppable product listings in its Gemini app, and now Microsoft has announced a similar checkout experience for Copilot.
Microsoft says Copilot Checkout allows users to browse, compare and purchase products without leaving the chat screen. The company has worked with Shopify, PayPal, and Stripe to enable this experience and promises a seamless onboarding process for companies that want to participate.
The feature is rolling out to Copilot online in the US, and merchants relying on Shopify will be automatically enrolled “after an opt-out window.” Businesses that use PayPal or Stripe for payments must submit an application to become a Copilot Checkout merchant.
Microsoft says it has already worked with several retailers and confirms that Copilot Checkout will support Urban Outfitters, Anthropologie, Ashley Furniture and select Etsy sellers at launch. The Company also notes that participating merchants remain the merchants of record for all transactions and retain ownership of transaction data, customer information and customer relationships.
Microsoft also helps brands deliver custom AI shopping assistants
In addition to Copilot Checkout, Microsoft has also introduced AI-powered shopping assistants for merchant websites called Brand Agents. Tailored to the merchant’s needs, these agents can respond with their brand voice, guide customers through product discovery and comparison, answer product-related questions, display checkout links, and provide post-purchase recommendations.
Merchants using brand agents gain access to a dedicated dashboard with helpful insights such as engagement rates, conversion lift, average order value, and performance comparisons between agent-assisted sessions and organic traffic. Brand Agents are rolling out to Shopify merchants, and interested businesses can sign up for early access by installing Microsoft Clarity on their Shopify store.
