Overview
- Nykaa announced a multi-year collaboration with OpenAI on Monday that lists Nykaa Beauty and Nykaa Fashion as connected apps inside ChatGPT so Indian users can get product recommendations through chat.
- Under the arrangement ChatGPT will surface and narrow product choices while Nykaa will fulfil purchases on its app or website, routing shoppers out of the chat to complete sales.
- Nykaa said it will deploy OpenAI tools across the company, rolling out ChatGPT Enterprise in teams such as marketing, customer support, legal, finance, supply chain, and using the Codex coding agent in engineering.
- The partnership will be rolled out in phases over several years and the companies did not disclose financial terms, revenue-sharing details, or whether Nykaa has category exclusivity in India.
- The integration uses OpenAI’s Agentic Commerce Protocol, the open standard launched with Stripe, and follows OpenAI’s earlier 'Buy it in ChatGPT' merchant rollouts that have already drawn legal scrutiny over which sellers the chat surfaces.