After OpenAI, Microsoft has now introduced a new AI-powered shopping feature called Copilot Checkout to simplify online purchases using artificial intelligence. The announcement was made during the NRF 2026 retail conference. The company stated that this tool is a faster alternative to traditional e-commerce checkouts.
Copilot Checkout is built right into Microsoft Copilot, allowing users to complete purchases without being directed to a retailer’s website. The feature is currently being rolled out in the United States and supports major payment and commerce platforms such as PayPal, Shopify, Stripe and Etsy. Early retail partners include Urban Outfitters, Anthropologie and Ashley Furniture.
Microsoft clarified that participating retailers continue to be the merchants of record even though the checkout process occurs within Copilot. This means that Microsoft manages the interface and AI-powered flow, while sellers continue to handle transactions and customer data.
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For the unversed, OpenAI previously introduced a similar shopping assistant, but it cautioned users that AI-generated product details, such as pricing and availability, could be incorrect and advised them to double-check on merchant websites. In contrast, Microsoft is promoting Copilot Checkout as a way to complete purchases entirely within the AI experience.
Details about error-prevention measures, such as incorrect product selection or pricing issues, remain unclear at the moment. According to reports, Microsoft has been contacted to clarify how transactions are verified and how hallucination risks are handled.
While the AI-powered checkout is being marketed as a new development, automated purchasing is not inherently novel. Earlier attempts, such as Amazon’s one-tap Dash buttons, tested frictionless purchasing years ago. However, Copilot Checkout represents a renewed effort to integrate conversational AI with real-world commerce on a large scale.