Microsoft has unveiled a new feature called Copilot Checkout, designed to let users shop and complete purchases without ever leaving the chat interface. The experience is rolling out in the United States and will be available for merchants using Shopify, PayPal, and Stripe.
Copilot Checkout continues the broader push toward conversational commerce, where buying products feels less like navigating a checkout funnel and more like having a guided conversation. Instead of jumping between tabs or opening external product pages, users can browse, compare, and pay for items directly inside Copilot.
This move follows a similar shift already seen across the AI space. OpenAI introduced an Instant Checkout option inside ChatGPT last year, allowing users to discover and purchase products without breaking the flow of a conversation. Google soon responded with shoppable product listings inside its Gemini app, and now Microsoft is bringing its own version of this experience to Copilot.
According to Microsoft, Copilot Checkout enables users to explore products, compare options, and complete transactions directly within the chat screen. The company says the goal is to remove friction from online shopping and make purchasing feel more intuitive, especially for users who prefer conversational guidance over traditional browsing.
At launch, Copilot Checkout is available on the web version of Copilot in the US. Shopify merchants will be automatically enrolled after an opt-out period, while businesses that rely on PayPal or Stripe will need to apply to participate. Microsoft says the onboarding process is designed to be straightforward, with minimal setup required for eligible merchants.
Microsoft has already confirmed several early partners, including Urban Outfitters, Anthropologie, Ashley Furniture, and select sellers on Etsy. Even though the transaction happens inside Copilot, merchants remain the merchant of record. That means businesses continue to control their customer data, transaction details, and ongoing customer relationships, rather than handing that information over to Microsoft.
Alongside Copilot Checkout, Microsoft is also expanding its AI-driven commerce tools with the introduction of Brand Agents. These are customized AI shopping assistants that live on merchant websites and are trained to respond in the brand’s own voice. Brand Agents can help shoppers discover products, compare features, answer product-related questions, and surface checkout links, all while maintaining a consistent brand experience.
Brand Agents are built to go beyond simple chatbots. Microsoft says they can offer post-purchase recommendations and adapt their responses based on how customers interact with them. Merchants using these agents will also gain access to a dedicated dashboard that provides insights such as engagement rates, conversion improvements, average order value, and performance comparisons between AI-assisted sessions and standard traffic.
The Brand Agents program is rolling out first to Shopify merchants. Businesses interested in early access can apply by installing Microsoft Clarity on their Shopify store, which Microsoft uses to help power analytics and performance insights.
With Copilot Checkout and Brand Agents launching side by side, Microsoft is positioning Copilot as more than just a productivity assistant. The company is clearly aiming to turn conversational AI into a full shopping channel, one where discovery, decision-making, and payment all happen in the same place without forcing users to leave the conversation.
