Agentic AI threatens Indian marketplaces' discovery moat as Razorpay flags 1,000 D2C brands going LLM-native
Razorpay expects top 1,000 D2C brands to integrate ChatGPT-style agentic commerce in 6-8 months, with 15-20 pilots already running. Flipkart, Meesho and Swiggy are racing to expose catalogue feeds to LLMs as 45% of shoppers now use GenAI for discovery, putting marketplace gatekeeper economics at risk.
Agentic AI commerce via ChatGPT and similar platforms threatens Indian marketplaces' discovery moat. Razorpay expects top 1,000 D2C brands to integrate AI commerce in 6-8 months; Flipkart, Meesho, Swiggy adapting with conversational AI and catalogue feeds for LLMs.