New Delhi, October 2025: In a landmark move merging artificial intelligence and digital payments, India has rolled out a pilot program to enable E-Commerce Payments via ChatGPT India. Spearheaded by the National Payments Corporation of India (NPCI) in partnership with fintech leader Razorpay and OpenAI, and supported by Microsoft, this initiative positions India at the forefront of conversational commerce. Digilogy highlights how this development can redefine digital marketing strategies for Indian businesses.
How the Pilot Works
The pilot allows Indian users to shop and complete payments directly within ChatGPT’s chat interface, leveraging the country’s flagship digital payments infrastructure — the Unified Payments Interface (UPI). With this system, users can browse products, receive personalized recommendations, and complete checkouts through conversational prompts. By integrating ChatGPT payment integration in India, Digilogy predicts a future where AI-assisted shopping becomes seamless for consumers.
This approach simplifies the buying journey and enhances user engagement, making AI-powered e-commerce transactions faster and more efficient. Businesses leveraging Digilogy’s digital marketing services can now explore ways to promote AI-assisted shopping experiences.
Banking and Retail Partnerships
Axis Bank and Airtel Payments Bank have been onboarded as key banking partners, while Bigbasket, a Tata Group company, became the first e-commerce merchant integrated into the pilot system. Additional sectors, including telecom and FMCG, are expected to join soon, according to NPCI. This collaboration ensures that digital payments using ChatGPT are safe, real-time, and accessible across multiple platforms.
Digilogy emphasizes that brands partnering in this AI-commerce ecosystem can leverage cutting-edge marketing techniques to engage a rapidly evolving digital audience.
Agentic AI: The Next Step in Commerce
The pilot utilizes “Agentic AI” — intelligent systems capable of executing transactions with minimal user input. Razorpay CEO Harshil Mathur called this rollout “a leap toward making AI assistants full-fledged shopping agents instead of just discovery tools.”
By integrating UPI’s new Reserve Pay feature and UPI Circle, users can earmark funds for specific merchants and authenticate payments directly within ChatGPT. Digilogy notes that businesses can harness these technologies to create personalized campaigns and optimize conversions in ChatGPT shopping pilot programs.
A Collaboration Built for Scale
According to Oliver Jay, Managing Director of Global Strategy at OpenAI, this pilot showcases “how advanced AI and India’s real-time UPI network can combine to unlock effortless, secure, and conversational commerce experiences.” Digilogy supports businesses in understanding this synergy to implement innovative digital marketing campaigns.
Part of a Global AI-Commerce Movement
This initiative aligns with AI-commerce experiments by Google Gemini and Anthropic’s Claude. India, however, is the first to integrate a real-time payment system at scale. Through OpenAI e-commerce innovation India, Indian businesses can experiment with conversational AI to improve user experience, sales, and brand engagement. Digilogy can guide enterprises on leveraging AI for e-commerce marketing strategies.
What’s Next
NPCI confirms that the pilot initially supports single-item purchases, with multi-item carts and expanded merchant categories planned for future phases. If successful, this model could redefine how conversational AI platforms like ChatGPT enable end-to-end commerce experiences for over a billion Indian internet users. Digilogy can help businesses adapt and optimize for this evolving AI-powered marketplace.
Shaping the Future of Conversational Commerce
As India embraces E-Commerce Payments via ChatGPT India, businesses must stay ahead by adopting innovative digital marketing strategies. Digilogy, a leading digital marketing service provider, helps brands integrate AI commerce solutions, optimize campaigns, and enhance ROI. Empower your business with Digilogy’s expertise — contact us today to transform your digital strategy and harness the future of conversational commerce.
