Microsoft announces 'Copilot Checkout,' which allows customers to purchase products directly from Copilot

Microsoft has announced ' Copilot Checkout ,' which allows customers to shop directly through their AI assistant

https://about.ads.microsoft.com/en/blog/post/january-2026/conversations-that-convert-copilot-checkout-and-brand-agents

Microsoft will put buy buttons directly in Copilot | The Verge
https://www.theverge.com/news/858664/microsoft-copilot-ai-checkout-buy-products

Microsoft stated, 'Customers are already using AI to shop. The gap between 'interested' and 'intent to buy' is narrowing, and the race for conversions is moving upstream. Shoppers ask questions, receive guidance, compare options, and make purchase decisions—all within the same interaction.' They also stated, 'Users expect AI to understand their needs and act accordingly,' and announced two features to help retailers succeed in the AI era.

Copilot Checkout
Copilot Checkout is a feature that allows you to shop while talking to Copilot. You can see how it works in action by watching the video below.

Copilot Checkout - YouTube


'Our collaboration with Microsoft enables merchants to adopt and scale AI through Copilot's trusted commerce infrastructure,' said Mike Edmonds, vice president of Agentic Commerce at PayPal, which partnered with Microsoft on Copilot Checkout. 'This partnership will enable our vast ecosystem of tens of millions of merchants to grow efficiently and provide consumers with a delightful, intuitive shopping experience when paying with PayPal.'

Microsoft found that customers with Copilot Checkout increased purchases within 30 minutes of interaction by 53% compared to those without Copilot Checkout, and that customers with purchase intent were 194% more likely to purchase something using Copilot Checkout.

Copilot Checkout is already available in the US on Copilot.com through partner activations with PayPal, Shopify, and Stripe. Copilot Checkout merchants include Urban Outfitters, Anthropologie, Ashley Furniture, and Etsy, with more retailers expected to adopt Copilot Checkout by January 2026.

・Brand agent
A great in-store experience starts with knowledgeable staff: our 'Brand Agents' who understand your brand, listen to your customers, and help you find the perfect product with confidence.

Brand Agent is an AI-powered shopping assistant that acts as a voice for your brand, naturally guiding your customers' curiosity towards purchase. 'Brand Agent empowers shoppers to be more informed, make decisions faster, and click 'buy' with confidence,' Microsoft emphasizes.

In fact, Alexander Del Rossa, a sleepwear manufacturer that was one of the first to introduce a brand agent, achieved a conversion rate of more than three times higher in sessions supported by a brand agent compared to sessions without support.

Brand Agents - YouTube


Brand Agent insights can be accessed through Microsoft Clarity, which also helps retailers understand shopper behavior through heat maps and session replays, providing insights to optimize website engagement and conversions.

Brand agents are available to Shopify merchants, and you can join the waiting list from the following page.

Clarity Brand Agent
https://clarity.microsoft.com/brand-agents