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.