Microsoft has unveiled a new feature called Copilot Checkout during the NRF 2026 retail conference, aiming to streamline the online shopping experience by reducing the time and clicks needed to make purchases. This assistant is designed to work seamlessly within the Copilot environment, allowing users to finalize transactions without being redirected to retailer websites.
The rollout of this feature is currently taking place in the US and supports various payment platforms such as PayPal, Shopify, Stripe, and Etsy. Retailers like Urban Outfitters, Anthropologie, and Ashley Furniture are participating in this initiative, maintaining their status as the merchant of record while Microsoft manages the interface.
While the integration seeks to enhance convenience for shoppers, questions remain about the safeguards against potential errors, such as mispurchases due to AI misinterpretation. Microsoft has not disclosed specific measures in place to address these concerns. In contrast, OpenAI's shopping assistant has faced challenges concerning product data accuracy and merchant integration, highlighting the complexities in the evolving landscape of AI-powered shopping solutions.