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Indian ecommerce firms build agentic AI storefronts

Indian ecommerce platforms Flipkart, BigBasket, Ajio, and FirstCry are building AI storefronts for ChatGPT, Perplexity, and Google Gemini.

The move supports their push into agentic commerce, where AI tools shop on behalf of users.

The push picked up after payments on LLMs were enabled in February.

Payments firm Razorpay said it is testing the flow with 15 to 20 merchants through UPI Reserve Pay.

Quick commerce firm Swiggy has built a connector for ChatGPT, Claude, and Gemini.

BigBasket said grocery shopping suits AI because many orders are recurring.

OpenAI, Perplexity AI, and Google Gemini offer agentic commerce in the US, but not yet in India.

🔗 Source: The Economic Times

🧠 Food for thought

Implications, context, and why it matters.

Payment rails that let AI agents shop

  • AI shopping in India comes from a collaboration between Razorpay, OpenAI, and the National Payments Corporation of India (NPCI), which created the Unified Payments Interface (UPI) payment system 1.
  • “Agentic Payments” uses two UPI tools. UPI Circle lets a user allow another person to pay from that UPI account. UPI Reserve Pay lets a user set spending limits for a given use 1.
  • With those tools, an AI agent can handle a purchase from selection through payment after a user gives approval and a spending cap 1.
  • The setup uses a Model Context Protocol (MCP) server, a standard that lets AI agents connect with payment systems and start services like payment links or refunds without traditional APIs or dashboards 2.

How agentic commerce changes online storefronts

  • For ecommerce companies, customer attention is moving from shopping apps and websites to AI chat interfaces 3.
  • Brands in areas like quick commerce and travel need AI connectors. They also need product catalogs that AI agents can read, compare, and buy from more easily 4.
  • This shift reaches beyond India. Visa said it is opening access to a production Model Context Protocol (MCP) server so developers can connect AI agents to Visa Intelligent Commerce APIs, the company’s tools for linking commerce services with software 1.
  • Companies now need to treat the storefront as a service an AI agent can call for the customer, instead of a place a shopper opens and browses 3.

Recent Flipkart developments

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