"If checkout happens inside AI conversations, retailers risk losing direct customer relationships - while platforms like Microsoft gain leverage. Driving the news: Microsoft unveiled new agentic AI tools for retailers at the NRF 2026 retail conference, including Copilot Checkout, which lets shoppers complete purchases inside Copilot without being redirected to a retailer's website. The checkout feature is live in the U.S. with Shopify, PayPal, Stripe and Etsy integrations."
"By the numbers: Copilot apps have more than 100 million monthly active users, spanning consumer and commercial audiences, according to the company. More than 800 million monthly active users interact with AI features across Microsoft products more broadly. Shopping journeys involving Copilot are 33% shorter than traditional search paths and see a 53% increase in purchases within 30 minutes of interaction, Microsoft says. When shopping intent is present, journeys involving Copilot are 194% more likely to result in a purchase than those without it."
Microsoft launched Copilot Checkout at NRF 2026, enabling shoppers to complete purchases inside Copilot chats without redirection to retailer websites. The feature is live in the U.S. with integrations including Shopify, PayPal, Stripe and Etsy. Retailers remain the merchant of record while Microsoft controls the interface, shifting customer relationship dynamics and platform leverage. Copilot apps report more than 100 million monthly active users, and over 800 million users interact with Microsoft AI features overall. Copilot shopping journeys are 33% shorter, yield a 53% increase in purchases within 30 minutes, and are 194% more likely to convert when intent is present. Microsoft also rolled out AI shopping agents trained on brand catalogs, image-based product enrichment tools, and store-operations agents for staffing and inventory recommendations.
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