Microsoft is following ChatGPT’s lead with the debut of checkout capabilities in its AI-powered assistant Copilot. Among the launch partners for the experience are PayPal, Shopify, Stripe and Etsy, all of which also are early partners for ChatGPT’s Instant Checkout.
Shoppers can now complete purchases directly in Copilot conversations, without being redirected to an external site, from brands including Urban Outfitters, Anthropologie and Ashley Furniture. The experience is available now in the U.S., with Shopify merchants automatically enrolled in Copilot Checkout following an opt-out window.
“Copilot Checkout can move a customer from intent to transaction in seconds, all without leaving the conversation,” said Mani Fazeli, VP of Product at Shopify in a statement. “It’s the merchant’s checkout powered by Shopify, seamlessly fitting into the customer’s experience. This is the modern power of Agentic Storefronts: personalization and relevance, trust and accuracy, speed and convenience.”
Eligible Etsy sellers to not need to opt in to have their listings included in Copilot Checkout, and other merchants interested in participating can apply here. The original retailer will remain the merchant of record for all sales on Copilot Checkout and will still own the customer data and relationship.
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Etsy Wants to Help ‘Shape the Future of Shopping’
“At Etsy, our job is to make it simple for people to discover the special things our sellers create. By bringing Etsy’s unique inventory to Copilot Checkout, we’re meeting buyers at the moment intent becomes action,” said Rafe Colburn, Chief Product and Technology Officer at Etsy in a statement. “With one integration, we open the door for our sellers to show up across new surfaces without extra work. It’s a straightforward way to connect their creativity to high-intent buyers — and to keep commerce human as shopping evolves.
“Etsy is the home for human creativity online, and we have an important role in shaping what the future of shopping can and should look like,” Colburn added in a blog post. “That’s why we’re engaging early with trusted partners to help build systems that amplify rather than replace the human touch of our 5 million+ sellers, enabling them to connect more seamlessly with shoppers looking for unique, meaningful items. These early integrations help us understand how Etsy’s inventory and brand are interpreted in assisted environments — insights that will shape how we evolve our own relevance and discovery systems.”
Microsoft Copilot can also now Help with ‘Catalog Enrichment’
Copilot Checkout is one in a suite of new agentic AI capabilities recently released by Microsoft. Another tool, the “catalog enrichment agent template” — which is currently launched in public preview in Copilot — will help merchants enhance their product listings to enable discoverability across all AI search engines, not just Copilot.
This intelligent assistant extracts product attributes from images, enriches them with social insights and automates catalog tasks such as product onboarding, categorization and error resolution, to help merchants build the foundational data layer needed to enable agentic commerce.
Check out the demo of Copilot Checkout-
