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Microsoft Copilot Checkout Launches
Why 2026 Is The Year of AI Shopping
Jan 10, 2026
The way people shop online is fundamentally changing. On January 8, 2026, Microsoft announced Copilot Checkout, a new feature that allows shoppers to complete purchases directly within Copilot without ever leaving their conversation. This announcement, showcased at the NRF 2026 conference, marks Microsoft's official entry into what industry experts are calling "agentic commerce," where AI assistants don't just help you find products but actually complete purchases on your behalf.
Written by the Visby team, an AI visibility tracking platform that monitors brand presence across AI-powered search engines including ChatGPT, Claude, Perplexity, Google AI Overview, and Microsoft Copilot.
Microsoft Copilot Checkout: Shopping Without Leaving the Conversation
Microsoft's Copilot Checkout represents a fundamental shift in the online shopping experience. Instead of the traditional flow where users search, click through to merchant sites, and navigate checkout processes, shoppers can now complete entire purchases within their Copilot conversation.
Here's how it works: A shopper asks Copilot for a product recommendation, like "I need a dress for a dinner party." Within seconds, Copilot presents relevant options with images, prices, and availability. The shopper can ask follow-up questions, compare products, and when ready, simply click "Buy" to complete the purchase without being redirected to an external site.
According to Microsoft's announcement, the early performance metrics are compelling. Journeys that include Copilot led to 53% more purchases within 30 minutes compared to those without Copilot. When shopping intent is present, journeys with Copilot are 194% more likely to result in a purchase.
Current Availability:
Region: United States only
Platform: Available on Copilot.com, with expansion coming to Bing, MSN, and Edge
Launch Partners: PayPal, Shopify, Stripe, and Etsy
For Shopify Merchants: Shopify merchants will be automatically enrolled in Copilot Checkout following an opt-out window. No integration or application required. You can manage and control Copilot Checkout directly from the Shopify admin.
For Non-Shopify Merchants: Merchants using PayPal or Stripe can apply here to be a Copilot Checkout merchant. Microsoft is accepting applications and onboarding merchants on a rolling basis.
Brand Agents: AI-Powered Shopping Assistants for Your E-commerce Site
Alongside Copilot Checkout, Microsoft launched Brand Agents, an AI-powered shopping assistant that businesses can deploy on their own websites. Currently available exclusively for Shopify merchants, Brand Agents provides a conversational shopping experience trained on your product catalog.
Think of Brand Agents as a knowledgeable sales associate who understands your brand voice, knows your entire inventory, and can guide customers from curiosity to purchase. According to Microsoft, Brand Agents can be deployed in hours, not weeks.
Performance Results: Alexander Del Rossa, a premium sleepwear retailer, saw over 3X higher conversion rates in Brand Agent-assisted sessions compared to unassisted sessions. The company's CTO, Tony Baldwin, called it "the best example of AI integration seen to date."
Key Features:
Intuitive conversations that feel natural and brand-aligned
Product comparison and guidance without forcing customers through rigid menus
Upselling and cross-selling capabilities based on customer behavior
Integration with Microsoft Clarity for analytics and insights
Brand Agents Insights: Microsoft leverages Microsoft Clarity to provide merchants with comprehensive analytics about Brand Agent conversations. You can track performance metrics including engagement rates, conversion uplift, average order value, and compare agent-assisted sessions to organic traffic.
How to Get Started:
Install Microsoft Clarity on your Shopify store
Once Clarity is set up, click "Join Waitlist" on the Clarity homepage
Microsoft will onboard merchants on a rolling basis
Brand Agents work alongside Copilot Checkout to create a comprehensive AI shopping ecosystem. Customers might discover your products through Copilot, visit your site via Brand Agents, or find you through traditional search, all powered by AI that understands their needs.
The AI Shopping Revolution: ChatGPT, Google, and Microsoft Race Ahead
Microsoft's announcement is the latest move in an intensifying competition among tech giants to dominate AI-powered shopping. The landscape has shifted dramatically in recent months, with three major platforms now offering direct purchase capabilities.
ChatGPT Instant Checkout (September 2025): OpenAI launched Instant Checkout in ChatGPT on September 29, 2025, marking the first major entry into agentic commerce. More than 700 million people turn to ChatGPT each week, and now they can buy products directly within the conversation.
ChatGPT's approach uses the Agentic Commerce Protocol (ACP), an open standard built with Stripe. U.S. ChatGPT Plus, Pro, and Free users can buy directly from U.S. Etsy sellers, with over a million Shopify merchants including Glossier, SKIMS, Spanx, and Vuori coming soon.
In December 2025, Instacart became the first grocery partner to launch an app on ChatGPT with full Instant Checkout capabilities, allowing users to go from meal inspiration to doorstep delivery without leaving the conversation.
In October 2025, PayPal announced a partnership with OpenAI that will bring tens of millions of PayPal merchants to ChatGPT commerce in 2026, managing merchant routing, payment validation, and orchestration behind the scenes.
Google Agentic Checkout (November 2025): Google introduced its agentic checkout experience in November 2025, taking a different approach from its competitors. Instead of embedding checkout entirely within a chat interface, Google's system monitors prices and automatically executes purchases when conditions are met.
Here's how it works: Users set up price tracking with their preferred size, color, and maximum spend. When the price drops to their target, they receive a notification with a "Buy for me" button. Google's AI agent then visits the merchant's website, confirms the price, and completes the purchase using Google Pay.
According to TechCrunch, Google also introduced an AI that calls local stores on your behalf to check inventory, prices, and promotions.
Current partners include Wayfair, Chewy, Quince, and select Shopify merchants, with expansion planned throughout 2026.
The Common Thread: All three platforms share a fundamental goal: reduce friction between discovery and purchase. According to PYMNTS, Bain research shows that 17% of unique online shoppers plan to begin their holiday shopping with an AI platform such as ChatGPT or Perplexity, and 30% plan to start with Google search.
The difference lies in execution. OpenAI embeds everything within ChatGPT's interface, Google automates rule-based purchasing across its ecosystem, and Microsoft combines conversational commerce with Brand Agents deployed on merchant sites.
Why 2026 Marks the Breakthrough Year for Agentic Commerce
The convergence of major platform launches in late 2025 and early 2026 signals that agentic commerce has moved from experimental to mainstream. Several factors are driving this acceleration.
Infrastructure Is Now Ready: The launch of the Agentic Commerce Protocol by OpenAI and Stripe created an open standard that other platforms could adopt. Microsoft is using ACP to ensure merchant onboarding is seamless and scalable. This standardization removes technical barriers that previously prevented widespread adoption.
Payment Partners Are Aligned: Major payment processors have embraced agentic commerce. Stripe, PayPal, Mastercard, and Visa are all actively building solutions. Microsoft specifically mentioned working with Mastercard Agent Pay and Visa Intelligent Commerce for future capabilities.
Consumer Behavior Has Shifted: A Bloomreach survey from March 2025 found that nearly two-thirds of consumers have used general-purpose AI technology to guide their online shopping. More than half said their searches had become more conversational. Consumers are already asking AI for product recommendations; now the technology enables them to complete purchases immediately.
Merchant Adoption Is Accelerating: Shopify's automatic enrollment of merchants into Copilot Checkout represents a watershed moment. Instead of requiring individual merchant applications, millions of Shopify stores will suddenly be available for AI-powered purchases. This solves the chicken-and-egg problem that has plagued previous commerce innovations.
The Shopping Journey Is Fragmenting: Consumers no longer follow linear paths from search to purchase. They might start in ChatGPT, continue research in Google, ask follow-up questions in Claude or Perplexity, and complete purchases through any of these platforms. Brands need to be present across all of them.
The data supports this trend. Microsoft reports that Copilot-assisted shopping journeys are 194% more likely to result in purchases when shopping intent is present. These aren't marginal improvements; they represent fundamental changes in conversion rates.
What This Means for Brands: AI Visibility Is No Longer Optional
For brands and e-commerce businesses, the launch of Copilot Checkout and similar features from ChatGPT and Google creates both opportunities and challenges. The most critical shift is this: traditional website traffic may no longer be the primary indicator of discovery and sales.
The Zero-Click Commerce Problem: When someone buys through Copilot Checkout or ChatGPT Instant Checkout, they may never visit your website. Your impression is shaped entirely by how AI platforms present your products and what happens in the post-purchase experience. As WITHIN notes, "When someone buys through ChatGPT, they haven't browsed your site, read your story, or interacted with your brand directly."
This makes your product data dramatically more important. Images, titles, descriptions, and specifications need to be clear, accurate, and written the way people actually search and ask questions. Traditional SEO focused on keywords; GEO (Generative Engine Optimization) focuses on conversational language and structured data.
The Visibility Gap: Most brands have no idea how often they appear in AI-powered search results. When someone asks ChatGPT for "best running shoes under $100" or tells Copilot "I need a gift for a ceramics lover," which brands appear? Which don't?
This visibility gap represents the 73% of AI searches where competitors appear but your brand doesn't. Without monitoring AI platforms, brands are flying blind in an increasingly important channel.
The Competitive Stakes: Early adopters will establish advantages that become difficult to overcome. When ChatGPT's AI learns which products generate engagement and purchases from your catalog, that data trains future recommendations. Brands that aren't available miss this learning opportunity.
The same principle applies to Copilot Checkout and Google's agentic shopping. Platforms favor merchants who provide excellent experiences, fast shipping, and accurate product data. Building this reputation takes time.
The Multi-Platform Reality: Unlike traditional SEO where Google dominated, AI shopping is fragmented across multiple platforms. A shopper might use ChatGPT, Copilot, Claude, Perplexity, or Google depending on context, device, and preference. Brands need visibility across all of them, each with different algorithms, ranking factors, and optimization requirements.
This creates new complexity. What works for ChatGPT visibility might not work for Copilot. Google's agentic checkout requires different technical capabilities than Brand Agents on your Shopify site.
How to Prepare Your Brand for AI Shopping Platforms
Given the rapid evolution of AI shopping, brands need to take concrete steps now to ensure visibility and optimize for agentic commerce. Here's a practical roadmap.
1. Apply to AI Shopping Platforms Immediately:
If you're a Shopify merchant, you'll be automatically enrolled in Copilot Checkout. Monitor your Shopify admin for opt-out windows and settings.
Non-Shopify merchants should apply for Copilot Checkout if using PayPal or Stripe.
Apply for ChatGPT Instant Checkout to make your products discoverable to 700 million weekly users.
Ensure your products are available through Google Merchant Center to appear in Google's agentic checkout.
2. Optimize Product Data for AI Discovery: Product feeds are now as important as your website. AI platforms pull information from structured data, not your beautifully designed product pages.
Key elements to optimize:
Titles: Include key attributes (brand, product type, key features) in natural language
Descriptions: Write conversationally, anticipating questions shoppers ask
Images: High-quality, properly sized, with descriptive alt text
Specifications: Complete, accurate, consistently formatted
Pricing: Real-time, including any promotions or variants
Inventory: Accurate stock levels prevent AI from recommending unavailable items
Reviews: Quality reviews influence AI recommendations and build trust
3. Implement Frictionless Checkout: Google's agentic checkout and Microsoft's Copilot Checkout require specific technical capabilities:
Support guest checkout (don't force account creation)
Enable Google Pay and other streamlined payment methods
Optimize mobile checkout experiences
Reduce form fields to absolute minimum
Provide clear shipping and return policies
4. Monitor Your AI Visibility: You can't optimize what you don't measure. Brands need systematic monitoring of how often they appear across AI platforms and which prompts trigger their mentions.
This is where AI visibility tracking becomes essential. Understanding your presence across ChatGPT, Claude, Perplexity, Google AI Overview, and Copilot helps identify gaps and opportunities. Track competitor mentions to understand relative positioning.
5. Prepare for Structured Data Requirements: AI platforms increasingly rely on structured data to understand and present products. Implement:
Schema.org Product markup on your website
Complete product feeds for all platforms
Consistent data across all channels
Regular updates to reflect inventory and pricing changes
6. Optimize Post-Purchase Experience: Since customers may never visit your site before buying, the post-purchase experience becomes your primary brand interaction:
Fast, reliable shipping with accurate tracking
Clear communication at every stage
Easy returns and responsive customer service
Follow-up opportunities that don't feel intrusive
7. Test and Iterate: AI shopping is evolving rapidly. What works today may need adjustment tomorrow. Establish processes to:
Test how your products appear in different AI platforms
Monitor conversion rates from each channel
Track customer feedback from AI-driven purchases
Adjust product data based on performance
8. Consider Brand Agents for Your Site: If you're a Shopify merchant, join the waitlist for Brand Agents. Having an AI assistant on your own site complements visibility in external AI platforms. Customers who do visit your site receive enhanced experiences that increase conversion.
9. Prepare for Expanded Geography: Current AI shopping features are U.S.-only, but international expansion is inevitable. Ensure your infrastructure can support multiple regions, currencies, and languages when these platforms expand globally.
10. Stay Informed: The AI shopping landscape changes weekly. Follow announcements from Microsoft, OpenAI, Google, and emerging platforms. Join merchant communities to share learnings and best practices.
The Bottom Line:
Microsoft's launch of Copilot Checkout marks a decisive moment in the evolution of online shopping. Combined with ChatGPT's Instant Checkout and Google's agentic shopping features, 2026 represents the year AI platforms transformed from research tools into complete shopping destinations.
For brands, this creates unprecedented opportunities to reach customers at the moment of intent and dramatically reduce friction in the purchase journey. But it also requires new strategies, new monitoring, and new optimization approaches.
The brands that thrive in this new landscape will be those that understand AI visibility is not optional. Just as SEO became essential in the Google era, GEO (Generative Engine Optimization) is becoming essential in the AI era. The race has begun, and early movers have significant advantages.
FAQ Section
Is Copilot Checkout available outside the United States?
Currently, Copilot Checkout is only available for U.S. merchants and shoppers. International expansion is expected in 2026, but Microsoft hasn't announced specific timelines.
Do I need to apply if I'm a Shopify merchant?
No. Shopify merchants will be automatically enrolled in Copilot Checkout following an opt-out window. You can manage settings directly from your Shopify admin.
How much does Copilot Checkout cost for merchants?
Microsoft hasn't publicly disclosed merchant fees for Copilot Checkout. Similar platforms like ChatGPT charge a small fee on completed purchases, which is refunded for returns.
Will customers still visit my website if they buy through Copilot?
Not necessarily. Customers can complete purchases entirely within Copilot without visiting your site. This makes product data quality and post-purchase experience critical for brand perception.
What's the difference between Copilot Checkout and ChatGPT Instant Checkout
Both allow purchases within conversations, but Copilot Checkout is integrated across Microsoft's ecosystem (Bing, MSN, Edge) while ChatGPT Instant Checkout lives within ChatGPT's interface. Both use open standards for merchant integration.
Can I use Brand Agents if I'm not on Shopify?
Currently, Brand Agents are only available for Shopify merchants. Microsoft hasn't announced plans for other e-commerce platforms.
How do I track my performance in Copilot Checkout?
Copilot Checkout integrates with your existing order management systems. Sales will appear in your normal dashboards. For Brand Agents, Microsoft Clarity provides dedicated analytics.
Do these AI shopping features affect my traditional SEO?
AI shopping platforms pull from different data sources than traditional search. You need both strong SEO (for Google web search) and strong GEO (for AI platform visibility). They're complementary, not competitive.
Monitoring your performance across these AI platforms is crucial. Visby tracks your brand presence across ChatGPT, Claude, and Gemini showing you exactly how often you appear in AI search results and automatically generating actionable GEO tasks to improve your visibility. With 73% of AI searches representing missed opportunities where competitors appear but your brand doesn't, tracking your AI visibility is critical for success in 2026's AI shopping landscape.
The way people shop online is fundamentally changing. On January 8, 2026, Microsoft announced Copilot Checkout, a new feature that allows shoppers to complete purchases directly within Copilot without ever leaving their conversation. This announcement, showcased at the NRF 2026 conference, marks Microsoft's official entry into what industry experts are calling "agentic commerce," where AI assistants don't just help you find products but actually complete purchases on your behalf.
Written by the Visby team, an AI visibility tracking platform that monitors brand presence across AI-powered search engines including ChatGPT, Claude, Perplexity, Google AI Overview, and Microsoft Copilot.
Microsoft Copilot Checkout: Shopping Without Leaving the Conversation
Microsoft's Copilot Checkout represents a fundamental shift in the online shopping experience. Instead of the traditional flow where users search, click through to merchant sites, and navigate checkout processes, shoppers can now complete entire purchases within their Copilot conversation.
Here's how it works: A shopper asks Copilot for a product recommendation, like "I need a dress for a dinner party." Within seconds, Copilot presents relevant options with images, prices, and availability. The shopper can ask follow-up questions, compare products, and when ready, simply click "Buy" to complete the purchase without being redirected to an external site.
According to Microsoft's announcement, the early performance metrics are compelling. Journeys that include Copilot led to 53% more purchases within 30 minutes compared to those without Copilot. When shopping intent is present, journeys with Copilot are 194% more likely to result in a purchase.
Current Availability:
Region: United States only
Platform: Available on Copilot.com, with expansion coming to Bing, MSN, and Edge
Launch Partners: PayPal, Shopify, Stripe, and Etsy
For Shopify Merchants: Shopify merchants will be automatically enrolled in Copilot Checkout following an opt-out window. No integration or application required. You can manage and control Copilot Checkout directly from the Shopify admin.
For Non-Shopify Merchants: Merchants using PayPal or Stripe can apply here to be a Copilot Checkout merchant. Microsoft is accepting applications and onboarding merchants on a rolling basis.
Brand Agents: AI-Powered Shopping Assistants for Your E-commerce Site
Alongside Copilot Checkout, Microsoft launched Brand Agents, an AI-powered shopping assistant that businesses can deploy on their own websites. Currently available exclusively for Shopify merchants, Brand Agents provides a conversational shopping experience trained on your product catalog.
Think of Brand Agents as a knowledgeable sales associate who understands your brand voice, knows your entire inventory, and can guide customers from curiosity to purchase. According to Microsoft, Brand Agents can be deployed in hours, not weeks.
Performance Results: Alexander Del Rossa, a premium sleepwear retailer, saw over 3X higher conversion rates in Brand Agent-assisted sessions compared to unassisted sessions. The company's CTO, Tony Baldwin, called it "the best example of AI integration seen to date."
Key Features:
Intuitive conversations that feel natural and brand-aligned
Product comparison and guidance without forcing customers through rigid menus
Upselling and cross-selling capabilities based on customer behavior
Integration with Microsoft Clarity for analytics and insights
Brand Agents Insights: Microsoft leverages Microsoft Clarity to provide merchants with comprehensive analytics about Brand Agent conversations. You can track performance metrics including engagement rates, conversion uplift, average order value, and compare agent-assisted sessions to organic traffic.
How to Get Started:
Install Microsoft Clarity on your Shopify store
Once Clarity is set up, click "Join Waitlist" on the Clarity homepage
Microsoft will onboard merchants on a rolling basis
Brand Agents work alongside Copilot Checkout to create a comprehensive AI shopping ecosystem. Customers might discover your products through Copilot, visit your site via Brand Agents, or find you through traditional search, all powered by AI that understands their needs.
The AI Shopping Revolution: ChatGPT, Google, and Microsoft Race Ahead
Microsoft's announcement is the latest move in an intensifying competition among tech giants to dominate AI-powered shopping. The landscape has shifted dramatically in recent months, with three major platforms now offering direct purchase capabilities.
ChatGPT Instant Checkout (September 2025): OpenAI launched Instant Checkout in ChatGPT on September 29, 2025, marking the first major entry into agentic commerce. More than 700 million people turn to ChatGPT each week, and now they can buy products directly within the conversation.
ChatGPT's approach uses the Agentic Commerce Protocol (ACP), an open standard built with Stripe. U.S. ChatGPT Plus, Pro, and Free users can buy directly from U.S. Etsy sellers, with over a million Shopify merchants including Glossier, SKIMS, Spanx, and Vuori coming soon.
In December 2025, Instacart became the first grocery partner to launch an app on ChatGPT with full Instant Checkout capabilities, allowing users to go from meal inspiration to doorstep delivery without leaving the conversation.
In October 2025, PayPal announced a partnership with OpenAI that will bring tens of millions of PayPal merchants to ChatGPT commerce in 2026, managing merchant routing, payment validation, and orchestration behind the scenes.
Google Agentic Checkout (November 2025): Google introduced its agentic checkout experience in November 2025, taking a different approach from its competitors. Instead of embedding checkout entirely within a chat interface, Google's system monitors prices and automatically executes purchases when conditions are met.
Here's how it works: Users set up price tracking with their preferred size, color, and maximum spend. When the price drops to their target, they receive a notification with a "Buy for me" button. Google's AI agent then visits the merchant's website, confirms the price, and completes the purchase using Google Pay.
According to TechCrunch, Google also introduced an AI that calls local stores on your behalf to check inventory, prices, and promotions.
Current partners include Wayfair, Chewy, Quince, and select Shopify merchants, with expansion planned throughout 2026.
The Common Thread: All three platforms share a fundamental goal: reduce friction between discovery and purchase. According to PYMNTS, Bain research shows that 17% of unique online shoppers plan to begin their holiday shopping with an AI platform such as ChatGPT or Perplexity, and 30% plan to start with Google search.
The difference lies in execution. OpenAI embeds everything within ChatGPT's interface, Google automates rule-based purchasing across its ecosystem, and Microsoft combines conversational commerce with Brand Agents deployed on merchant sites.
Why 2026 Marks the Breakthrough Year for Agentic Commerce
The convergence of major platform launches in late 2025 and early 2026 signals that agentic commerce has moved from experimental to mainstream. Several factors are driving this acceleration.
Infrastructure Is Now Ready: The launch of the Agentic Commerce Protocol by OpenAI and Stripe created an open standard that other platforms could adopt. Microsoft is using ACP to ensure merchant onboarding is seamless and scalable. This standardization removes technical barriers that previously prevented widespread adoption.
Payment Partners Are Aligned: Major payment processors have embraced agentic commerce. Stripe, PayPal, Mastercard, and Visa are all actively building solutions. Microsoft specifically mentioned working with Mastercard Agent Pay and Visa Intelligent Commerce for future capabilities.
Consumer Behavior Has Shifted: A Bloomreach survey from March 2025 found that nearly two-thirds of consumers have used general-purpose AI technology to guide their online shopping. More than half said their searches had become more conversational. Consumers are already asking AI for product recommendations; now the technology enables them to complete purchases immediately.
Merchant Adoption Is Accelerating: Shopify's automatic enrollment of merchants into Copilot Checkout represents a watershed moment. Instead of requiring individual merchant applications, millions of Shopify stores will suddenly be available for AI-powered purchases. This solves the chicken-and-egg problem that has plagued previous commerce innovations.
The Shopping Journey Is Fragmenting: Consumers no longer follow linear paths from search to purchase. They might start in ChatGPT, continue research in Google, ask follow-up questions in Claude or Perplexity, and complete purchases through any of these platforms. Brands need to be present across all of them.
The data supports this trend. Microsoft reports that Copilot-assisted shopping journeys are 194% more likely to result in purchases when shopping intent is present. These aren't marginal improvements; they represent fundamental changes in conversion rates.
What This Means for Brands: AI Visibility Is No Longer Optional
For brands and e-commerce businesses, the launch of Copilot Checkout and similar features from ChatGPT and Google creates both opportunities and challenges. The most critical shift is this: traditional website traffic may no longer be the primary indicator of discovery and sales.
The Zero-Click Commerce Problem: When someone buys through Copilot Checkout or ChatGPT Instant Checkout, they may never visit your website. Your impression is shaped entirely by how AI platforms present your products and what happens in the post-purchase experience. As WITHIN notes, "When someone buys through ChatGPT, they haven't browsed your site, read your story, or interacted with your brand directly."
This makes your product data dramatically more important. Images, titles, descriptions, and specifications need to be clear, accurate, and written the way people actually search and ask questions. Traditional SEO focused on keywords; GEO (Generative Engine Optimization) focuses on conversational language and structured data.
The Visibility Gap: Most brands have no idea how often they appear in AI-powered search results. When someone asks ChatGPT for "best running shoes under $100" or tells Copilot "I need a gift for a ceramics lover," which brands appear? Which don't?
This visibility gap represents the 73% of AI searches where competitors appear but your brand doesn't. Without monitoring AI platforms, brands are flying blind in an increasingly important channel.
The Competitive Stakes: Early adopters will establish advantages that become difficult to overcome. When ChatGPT's AI learns which products generate engagement and purchases from your catalog, that data trains future recommendations. Brands that aren't available miss this learning opportunity.
The same principle applies to Copilot Checkout and Google's agentic shopping. Platforms favor merchants who provide excellent experiences, fast shipping, and accurate product data. Building this reputation takes time.
The Multi-Platform Reality: Unlike traditional SEO where Google dominated, AI shopping is fragmented across multiple platforms. A shopper might use ChatGPT, Copilot, Claude, Perplexity, or Google depending on context, device, and preference. Brands need visibility across all of them, each with different algorithms, ranking factors, and optimization requirements.
This creates new complexity. What works for ChatGPT visibility might not work for Copilot. Google's agentic checkout requires different technical capabilities than Brand Agents on your Shopify site.
How to Prepare Your Brand for AI Shopping Platforms
Given the rapid evolution of AI shopping, brands need to take concrete steps now to ensure visibility and optimize for agentic commerce. Here's a practical roadmap.
1. Apply to AI Shopping Platforms Immediately:
If you're a Shopify merchant, you'll be automatically enrolled in Copilot Checkout. Monitor your Shopify admin for opt-out windows and settings.
Non-Shopify merchants should apply for Copilot Checkout if using PayPal or Stripe.
Apply for ChatGPT Instant Checkout to make your products discoverable to 700 million weekly users.
Ensure your products are available through Google Merchant Center to appear in Google's agentic checkout.
2. Optimize Product Data for AI Discovery: Product feeds are now as important as your website. AI platforms pull information from structured data, not your beautifully designed product pages.
Key elements to optimize:
Titles: Include key attributes (brand, product type, key features) in natural language
Descriptions: Write conversationally, anticipating questions shoppers ask
Images: High-quality, properly sized, with descriptive alt text
Specifications: Complete, accurate, consistently formatted
Pricing: Real-time, including any promotions or variants
Inventory: Accurate stock levels prevent AI from recommending unavailable items
Reviews: Quality reviews influence AI recommendations and build trust
3. Implement Frictionless Checkout: Google's agentic checkout and Microsoft's Copilot Checkout require specific technical capabilities:
Support guest checkout (don't force account creation)
Enable Google Pay and other streamlined payment methods
Optimize mobile checkout experiences
Reduce form fields to absolute minimum
Provide clear shipping and return policies
4. Monitor Your AI Visibility: You can't optimize what you don't measure. Brands need systematic monitoring of how often they appear across AI platforms and which prompts trigger their mentions.
This is where AI visibility tracking becomes essential. Understanding your presence across ChatGPT, Claude, Perplexity, Google AI Overview, and Copilot helps identify gaps and opportunities. Track competitor mentions to understand relative positioning.
5. Prepare for Structured Data Requirements: AI platforms increasingly rely on structured data to understand and present products. Implement:
Schema.org Product markup on your website
Complete product feeds for all platforms
Consistent data across all channels
Regular updates to reflect inventory and pricing changes
6. Optimize Post-Purchase Experience: Since customers may never visit your site before buying, the post-purchase experience becomes your primary brand interaction:
Fast, reliable shipping with accurate tracking
Clear communication at every stage
Easy returns and responsive customer service
Follow-up opportunities that don't feel intrusive
7. Test and Iterate: AI shopping is evolving rapidly. What works today may need adjustment tomorrow. Establish processes to:
Test how your products appear in different AI platforms
Monitor conversion rates from each channel
Track customer feedback from AI-driven purchases
Adjust product data based on performance
8. Consider Brand Agents for Your Site: If you're a Shopify merchant, join the waitlist for Brand Agents. Having an AI assistant on your own site complements visibility in external AI platforms. Customers who do visit your site receive enhanced experiences that increase conversion.
9. Prepare for Expanded Geography: Current AI shopping features are U.S.-only, but international expansion is inevitable. Ensure your infrastructure can support multiple regions, currencies, and languages when these platforms expand globally.
10. Stay Informed: The AI shopping landscape changes weekly. Follow announcements from Microsoft, OpenAI, Google, and emerging platforms. Join merchant communities to share learnings and best practices.
The Bottom Line:
Microsoft's launch of Copilot Checkout marks a decisive moment in the evolution of online shopping. Combined with ChatGPT's Instant Checkout and Google's agentic shopping features, 2026 represents the year AI platforms transformed from research tools into complete shopping destinations.
For brands, this creates unprecedented opportunities to reach customers at the moment of intent and dramatically reduce friction in the purchase journey. But it also requires new strategies, new monitoring, and new optimization approaches.
The brands that thrive in this new landscape will be those that understand AI visibility is not optional. Just as SEO became essential in the Google era, GEO (Generative Engine Optimization) is becoming essential in the AI era. The race has begun, and early movers have significant advantages.
FAQ Section
Is Copilot Checkout available outside the United States?
Currently, Copilot Checkout is only available for U.S. merchants and shoppers. International expansion is expected in 2026, but Microsoft hasn't announced specific timelines.
Do I need to apply if I'm a Shopify merchant?
No. Shopify merchants will be automatically enrolled in Copilot Checkout following an opt-out window. You can manage settings directly from your Shopify admin.
How much does Copilot Checkout cost for merchants?
Microsoft hasn't publicly disclosed merchant fees for Copilot Checkout. Similar platforms like ChatGPT charge a small fee on completed purchases, which is refunded for returns.
Will customers still visit my website if they buy through Copilot?
Not necessarily. Customers can complete purchases entirely within Copilot without visiting your site. This makes product data quality and post-purchase experience critical for brand perception.
What's the difference between Copilot Checkout and ChatGPT Instant Checkout
Both allow purchases within conversations, but Copilot Checkout is integrated across Microsoft's ecosystem (Bing, MSN, Edge) while ChatGPT Instant Checkout lives within ChatGPT's interface. Both use open standards for merchant integration.
Can I use Brand Agents if I'm not on Shopify?
Currently, Brand Agents are only available for Shopify merchants. Microsoft hasn't announced plans for other e-commerce platforms.
How do I track my performance in Copilot Checkout?
Copilot Checkout integrates with your existing order management systems. Sales will appear in your normal dashboards. For Brand Agents, Microsoft Clarity provides dedicated analytics.
Do these AI shopping features affect my traditional SEO?
AI shopping platforms pull from different data sources than traditional search. You need both strong SEO (for Google web search) and strong GEO (for AI platform visibility). They're complementary, not competitive.
Monitoring your performance across these AI platforms is crucial. Visby tracks your brand presence across ChatGPT, Claude, and Gemini showing you exactly how often you appear in AI search results and automatically generating actionable GEO tasks to improve your visibility. With 73% of AI searches representing missed opportunities where competitors appear but your brand doesn't, tracking your AI visibility is critical for success in 2026's AI shopping landscape.
The way people shop online is fundamentally changing. On January 8, 2026, Microsoft announced Copilot Checkout, a new feature that allows shoppers to complete purchases directly within Copilot without ever leaving their conversation. This announcement, showcased at the NRF 2026 conference, marks Microsoft's official entry into what industry experts are calling "agentic commerce," where AI assistants don't just help you find products but actually complete purchases on your behalf.
Written by the Visby team, an AI visibility tracking platform that monitors brand presence across AI-powered search engines including ChatGPT, Claude, Perplexity, Google AI Overview, and Microsoft Copilot.
Microsoft Copilot Checkout: Shopping Without Leaving the Conversation
Microsoft's Copilot Checkout represents a fundamental shift in the online shopping experience. Instead of the traditional flow where users search, click through to merchant sites, and navigate checkout processes, shoppers can now complete entire purchases within their Copilot conversation.
Here's how it works: A shopper asks Copilot for a product recommendation, like "I need a dress for a dinner party." Within seconds, Copilot presents relevant options with images, prices, and availability. The shopper can ask follow-up questions, compare products, and when ready, simply click "Buy" to complete the purchase without being redirected to an external site.
According to Microsoft's announcement, the early performance metrics are compelling. Journeys that include Copilot led to 53% more purchases within 30 minutes compared to those without Copilot. When shopping intent is present, journeys with Copilot are 194% more likely to result in a purchase.
Current Availability:
Region: United States only
Platform: Available on Copilot.com, with expansion coming to Bing, MSN, and Edge
Launch Partners: PayPal, Shopify, Stripe, and Etsy
For Shopify Merchants: Shopify merchants will be automatically enrolled in Copilot Checkout following an opt-out window. No integration or application required. You can manage and control Copilot Checkout directly from the Shopify admin.
For Non-Shopify Merchants: Merchants using PayPal or Stripe can apply here to be a Copilot Checkout merchant. Microsoft is accepting applications and onboarding merchants on a rolling basis.
Brand Agents: AI-Powered Shopping Assistants for Your E-commerce Site
Alongside Copilot Checkout, Microsoft launched Brand Agents, an AI-powered shopping assistant that businesses can deploy on their own websites. Currently available exclusively for Shopify merchants, Brand Agents provides a conversational shopping experience trained on your product catalog.
Think of Brand Agents as a knowledgeable sales associate who understands your brand voice, knows your entire inventory, and can guide customers from curiosity to purchase. According to Microsoft, Brand Agents can be deployed in hours, not weeks.
Performance Results: Alexander Del Rossa, a premium sleepwear retailer, saw over 3X higher conversion rates in Brand Agent-assisted sessions compared to unassisted sessions. The company's CTO, Tony Baldwin, called it "the best example of AI integration seen to date."
Key Features:
Intuitive conversations that feel natural and brand-aligned
Product comparison and guidance without forcing customers through rigid menus
Upselling and cross-selling capabilities based on customer behavior
Integration with Microsoft Clarity for analytics and insights
Brand Agents Insights: Microsoft leverages Microsoft Clarity to provide merchants with comprehensive analytics about Brand Agent conversations. You can track performance metrics including engagement rates, conversion uplift, average order value, and compare agent-assisted sessions to organic traffic.
How to Get Started:
Install Microsoft Clarity on your Shopify store
Once Clarity is set up, click "Join Waitlist" on the Clarity homepage
Microsoft will onboard merchants on a rolling basis
Brand Agents work alongside Copilot Checkout to create a comprehensive AI shopping ecosystem. Customers might discover your products through Copilot, visit your site via Brand Agents, or find you through traditional search, all powered by AI that understands their needs.
The AI Shopping Revolution: ChatGPT, Google, and Microsoft Race Ahead
Microsoft's announcement is the latest move in an intensifying competition among tech giants to dominate AI-powered shopping. The landscape has shifted dramatically in recent months, with three major platforms now offering direct purchase capabilities.
ChatGPT Instant Checkout (September 2025): OpenAI launched Instant Checkout in ChatGPT on September 29, 2025, marking the first major entry into agentic commerce. More than 700 million people turn to ChatGPT each week, and now they can buy products directly within the conversation.
ChatGPT's approach uses the Agentic Commerce Protocol (ACP), an open standard built with Stripe. U.S. ChatGPT Plus, Pro, and Free users can buy directly from U.S. Etsy sellers, with over a million Shopify merchants including Glossier, SKIMS, Spanx, and Vuori coming soon.
In December 2025, Instacart became the first grocery partner to launch an app on ChatGPT with full Instant Checkout capabilities, allowing users to go from meal inspiration to doorstep delivery without leaving the conversation.
In October 2025, PayPal announced a partnership with OpenAI that will bring tens of millions of PayPal merchants to ChatGPT commerce in 2026, managing merchant routing, payment validation, and orchestration behind the scenes.
Google Agentic Checkout (November 2025): Google introduced its agentic checkout experience in November 2025, taking a different approach from its competitors. Instead of embedding checkout entirely within a chat interface, Google's system monitors prices and automatically executes purchases when conditions are met.
Here's how it works: Users set up price tracking with their preferred size, color, and maximum spend. When the price drops to their target, they receive a notification with a "Buy for me" button. Google's AI agent then visits the merchant's website, confirms the price, and completes the purchase using Google Pay.
According to TechCrunch, Google also introduced an AI that calls local stores on your behalf to check inventory, prices, and promotions.
Current partners include Wayfair, Chewy, Quince, and select Shopify merchants, with expansion planned throughout 2026.
The Common Thread: All three platforms share a fundamental goal: reduce friction between discovery and purchase. According to PYMNTS, Bain research shows that 17% of unique online shoppers plan to begin their holiday shopping with an AI platform such as ChatGPT or Perplexity, and 30% plan to start with Google search.
The difference lies in execution. OpenAI embeds everything within ChatGPT's interface, Google automates rule-based purchasing across its ecosystem, and Microsoft combines conversational commerce with Brand Agents deployed on merchant sites.
Why 2026 Marks the Breakthrough Year for Agentic Commerce
The convergence of major platform launches in late 2025 and early 2026 signals that agentic commerce has moved from experimental to mainstream. Several factors are driving this acceleration.
Infrastructure Is Now Ready: The launch of the Agentic Commerce Protocol by OpenAI and Stripe created an open standard that other platforms could adopt. Microsoft is using ACP to ensure merchant onboarding is seamless and scalable. This standardization removes technical barriers that previously prevented widespread adoption.
Payment Partners Are Aligned: Major payment processors have embraced agentic commerce. Stripe, PayPal, Mastercard, and Visa are all actively building solutions. Microsoft specifically mentioned working with Mastercard Agent Pay and Visa Intelligent Commerce for future capabilities.
Consumer Behavior Has Shifted: A Bloomreach survey from March 2025 found that nearly two-thirds of consumers have used general-purpose AI technology to guide their online shopping. More than half said their searches had become more conversational. Consumers are already asking AI for product recommendations; now the technology enables them to complete purchases immediately.
Merchant Adoption Is Accelerating: Shopify's automatic enrollment of merchants into Copilot Checkout represents a watershed moment. Instead of requiring individual merchant applications, millions of Shopify stores will suddenly be available for AI-powered purchases. This solves the chicken-and-egg problem that has plagued previous commerce innovations.
The Shopping Journey Is Fragmenting: Consumers no longer follow linear paths from search to purchase. They might start in ChatGPT, continue research in Google, ask follow-up questions in Claude or Perplexity, and complete purchases through any of these platforms. Brands need to be present across all of them.
The data supports this trend. Microsoft reports that Copilot-assisted shopping journeys are 194% more likely to result in purchases when shopping intent is present. These aren't marginal improvements; they represent fundamental changes in conversion rates.
What This Means for Brands: AI Visibility Is No Longer Optional
For brands and e-commerce businesses, the launch of Copilot Checkout and similar features from ChatGPT and Google creates both opportunities and challenges. The most critical shift is this: traditional website traffic may no longer be the primary indicator of discovery and sales.
The Zero-Click Commerce Problem: When someone buys through Copilot Checkout or ChatGPT Instant Checkout, they may never visit your website. Your impression is shaped entirely by how AI platforms present your products and what happens in the post-purchase experience. As WITHIN notes, "When someone buys through ChatGPT, they haven't browsed your site, read your story, or interacted with your brand directly."
This makes your product data dramatically more important. Images, titles, descriptions, and specifications need to be clear, accurate, and written the way people actually search and ask questions. Traditional SEO focused on keywords; GEO (Generative Engine Optimization) focuses on conversational language and structured data.
The Visibility Gap: Most brands have no idea how often they appear in AI-powered search results. When someone asks ChatGPT for "best running shoes under $100" or tells Copilot "I need a gift for a ceramics lover," which brands appear? Which don't?
This visibility gap represents the 73% of AI searches where competitors appear but your brand doesn't. Without monitoring AI platforms, brands are flying blind in an increasingly important channel.
The Competitive Stakes: Early adopters will establish advantages that become difficult to overcome. When ChatGPT's AI learns which products generate engagement and purchases from your catalog, that data trains future recommendations. Brands that aren't available miss this learning opportunity.
The same principle applies to Copilot Checkout and Google's agentic shopping. Platforms favor merchants who provide excellent experiences, fast shipping, and accurate product data. Building this reputation takes time.
The Multi-Platform Reality: Unlike traditional SEO where Google dominated, AI shopping is fragmented across multiple platforms. A shopper might use ChatGPT, Copilot, Claude, Perplexity, or Google depending on context, device, and preference. Brands need visibility across all of them, each with different algorithms, ranking factors, and optimization requirements.
This creates new complexity. What works for ChatGPT visibility might not work for Copilot. Google's agentic checkout requires different technical capabilities than Brand Agents on your Shopify site.
How to Prepare Your Brand for AI Shopping Platforms
Given the rapid evolution of AI shopping, brands need to take concrete steps now to ensure visibility and optimize for agentic commerce. Here's a practical roadmap.
1. Apply to AI Shopping Platforms Immediately:
If you're a Shopify merchant, you'll be automatically enrolled in Copilot Checkout. Monitor your Shopify admin for opt-out windows and settings.
Non-Shopify merchants should apply for Copilot Checkout if using PayPal or Stripe.
Apply for ChatGPT Instant Checkout to make your products discoverable to 700 million weekly users.
Ensure your products are available through Google Merchant Center to appear in Google's agentic checkout.
2. Optimize Product Data for AI Discovery: Product feeds are now as important as your website. AI platforms pull information from structured data, not your beautifully designed product pages.
Key elements to optimize:
Titles: Include key attributes (brand, product type, key features) in natural language
Descriptions: Write conversationally, anticipating questions shoppers ask
Images: High-quality, properly sized, with descriptive alt text
Specifications: Complete, accurate, consistently formatted
Pricing: Real-time, including any promotions or variants
Inventory: Accurate stock levels prevent AI from recommending unavailable items
Reviews: Quality reviews influence AI recommendations and build trust
3. Implement Frictionless Checkout: Google's agentic checkout and Microsoft's Copilot Checkout require specific technical capabilities:
Support guest checkout (don't force account creation)
Enable Google Pay and other streamlined payment methods
Optimize mobile checkout experiences
Reduce form fields to absolute minimum
Provide clear shipping and return policies
4. Monitor Your AI Visibility: You can't optimize what you don't measure. Brands need systematic monitoring of how often they appear across AI platforms and which prompts trigger their mentions.
This is where AI visibility tracking becomes essential. Understanding your presence across ChatGPT, Claude, Perplexity, Google AI Overview, and Copilot helps identify gaps and opportunities. Track competitor mentions to understand relative positioning.
5. Prepare for Structured Data Requirements: AI platforms increasingly rely on structured data to understand and present products. Implement:
Schema.org Product markup on your website
Complete product feeds for all platforms
Consistent data across all channels
Regular updates to reflect inventory and pricing changes
6. Optimize Post-Purchase Experience: Since customers may never visit your site before buying, the post-purchase experience becomes your primary brand interaction:
Fast, reliable shipping with accurate tracking
Clear communication at every stage
Easy returns and responsive customer service
Follow-up opportunities that don't feel intrusive
7. Test and Iterate: AI shopping is evolving rapidly. What works today may need adjustment tomorrow. Establish processes to:
Test how your products appear in different AI platforms
Monitor conversion rates from each channel
Track customer feedback from AI-driven purchases
Adjust product data based on performance
8. Consider Brand Agents for Your Site: If you're a Shopify merchant, join the waitlist for Brand Agents. Having an AI assistant on your own site complements visibility in external AI platforms. Customers who do visit your site receive enhanced experiences that increase conversion.
9. Prepare for Expanded Geography: Current AI shopping features are U.S.-only, but international expansion is inevitable. Ensure your infrastructure can support multiple regions, currencies, and languages when these platforms expand globally.
10. Stay Informed: The AI shopping landscape changes weekly. Follow announcements from Microsoft, OpenAI, Google, and emerging platforms. Join merchant communities to share learnings and best practices.
The Bottom Line:
Microsoft's launch of Copilot Checkout marks a decisive moment in the evolution of online shopping. Combined with ChatGPT's Instant Checkout and Google's agentic shopping features, 2026 represents the year AI platforms transformed from research tools into complete shopping destinations.
For brands, this creates unprecedented opportunities to reach customers at the moment of intent and dramatically reduce friction in the purchase journey. But it also requires new strategies, new monitoring, and new optimization approaches.
The brands that thrive in this new landscape will be those that understand AI visibility is not optional. Just as SEO became essential in the Google era, GEO (Generative Engine Optimization) is becoming essential in the AI era. The race has begun, and early movers have significant advantages.
FAQ Section
Is Copilot Checkout available outside the United States?
Currently, Copilot Checkout is only available for U.S. merchants and shoppers. International expansion is expected in 2026, but Microsoft hasn't announced specific timelines.
Do I need to apply if I'm a Shopify merchant?
No. Shopify merchants will be automatically enrolled in Copilot Checkout following an opt-out window. You can manage settings directly from your Shopify admin.
How much does Copilot Checkout cost for merchants?
Microsoft hasn't publicly disclosed merchant fees for Copilot Checkout. Similar platforms like ChatGPT charge a small fee on completed purchases, which is refunded for returns.
Will customers still visit my website if they buy through Copilot?
Not necessarily. Customers can complete purchases entirely within Copilot without visiting your site. This makes product data quality and post-purchase experience critical for brand perception.
What's the difference between Copilot Checkout and ChatGPT Instant Checkout
Both allow purchases within conversations, but Copilot Checkout is integrated across Microsoft's ecosystem (Bing, MSN, Edge) while ChatGPT Instant Checkout lives within ChatGPT's interface. Both use open standards for merchant integration.
Can I use Brand Agents if I'm not on Shopify?
Currently, Brand Agents are only available for Shopify merchants. Microsoft hasn't announced plans for other e-commerce platforms.
How do I track my performance in Copilot Checkout?
Copilot Checkout integrates with your existing order management systems. Sales will appear in your normal dashboards. For Brand Agents, Microsoft Clarity provides dedicated analytics.
Do these AI shopping features affect my traditional SEO?
AI shopping platforms pull from different data sources than traditional search. You need both strong SEO (for Google web search) and strong GEO (for AI platform visibility). They're complementary, not competitive.
Monitoring your performance across these AI platforms is crucial. Visby tracks your brand presence across ChatGPT, Claude, and Gemini showing you exactly how often you appear in AI search results and automatically generating actionable GEO tasks to improve your visibility. With 73% of AI searches representing missed opportunities where competitors appear but your brand doesn't, tracking your AI visibility is critical for success in 2026's AI shopping landscape.
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