AI Chat Shopping.
Nykaa Partners with OpenAI to Integrate AI Shopping Directly into ChatGPT for Indian Consumers.
Anonymous
Key Points
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OpenAI’s commerce integration is powered by its “Agentic Commerce Protocol,” described as an open standard developed by OpenAI and Stripe—enabling shopping experiences within ChatGPT rather than only search-style queries.
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Nykaa included consumer-facing feature names in its ChatGPT experience, such as “Skin Scan,” “Virtual Try-On,” “AskNykaa,” and an “AI Fashion Stylist,” alongside conversational recommendations.
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OpenAI executive Nitin Bwankule said: “AI is changing how people discover products and make decisions, particularly in categories such as beauty and fashion where individual needs, preferences and context matter enormously,” framing the partnership around context-specific decision-making.
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Nykaa highlighted its scale to support the rollout: it reported “over 55 million customers and 331 offline stores across India as of March 2026.”
Nykaa has struck a multi-year deal with OpenAI to bring its beauty and fashion catalogues inside ChatGPT, letting Indian shoppers buy products through conversation rather than clicking through apps. NDTV Profit reported shares of parent company FSN E-Commerce Ventures surged as much as 3.12%, hitting an intraday high of ₹281.10 on June 17.
The tie-up makes Nykaa one of the first Indian e-commerce platforms to plug directly into ChatGPT as a "connected app." It covers Nykaa Beauty and Nykaa Fashion, serving the platform's 55 million customers across India.
Shopping Through Chat, Not Search-and-Scroll
The deal is built on OpenAI's Agentic Commerce Protocol (ACP) — an open standard co-developed with Stripe that lets an AI act as a personal shopper. Instead of typing keywords into a search bar, users describe what they want. The AI then browses the catalogue, handles order logic, and completes checkout without the user leaving the chat, according to Neherald.
Nykaa's Chief Product and Technology Officer Rajesh Uppalapati said: "The future is conversational, agentic, and deeply personal — and that future is being built right now." The rollout will happen in phases. Existing Nykaa AI tools — Skin Scan, Virtual Try-On, AskNykaa, and an AI Fashion Stylist — will be woven into the ChatGPT experience, per Voice Lapaas.
OpenAI Sees Beauty and Fashion as a High-Context Opportunity
OpenAI's Head of Enterprise Sales for India, Nitin Bwankule, said: "AI is changing how people discover products and make decisions, particularly in categories such as beauty and fashion where individual needs, preferences and context matter enormously." The framing points to why Nykaa was chosen — skincare and apparel decisions are personal and complex, making them a strong fit for conversational AI.
The partnership also goes inside Nykaa's own walls. The company will roll out ChatGPT Enterprise across marketing, customer support, legal, finance, and supply chain teams. It will also use OpenAI's Codex tool to speed up software development and deployment, according to Indian Web 2.
Nykaa's Scale and India's AI Shopping Surge Back the Bet
Nykaa enters this deal from a position of strength. The company hit $1.05 billion in annual revenue for FY26, with net profit jumping 183% year-on-year. It operates 331 offline stores. Its 55 million customers give OpenAI a large, active user base to test agentic commerce in a high-growth market, per NDTV Profit.
A Kearney study from March 2026 found that 83% of Indian AI users now rely on AI platforms for shopping decisions — a sharp move away from traditional search engines. That shift gives the Nykaa-OpenAI tie-up a ready audience, though a LocalCircles survey found nearly 70% of Indian shoppers still fear their data is not secure.
Trust Questions and Rival Pressure Cloud the Road Ahead
Analysts warn that agentic commerce could quietly become a "pay-to-play" system, where brands that pay more get recommended more often. That risks breaking the personalized promise at the heart of the deal. India's Digital Personal Data Protection Act adds another layer of scrutiny over how user data flows between Nykaa and OpenAI.
The announcement also raises the stakes for rivals. Myntra already uses AI for its size-and-fit engine. Tira (Reliance Retail) and Tata CLiQ compete in the same space. But Nykaa is the first in India to connect directly into ChatGPT at this scale, giving it a head start — and making it a model other platforms will watch closely, per Neherald.
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