PayU Launches Agent HQ: AI Agent Store for Indian SMBs to Transform Commerce Operations

PayU Launches AI Agent Store to Help Indian SMBs Navigate Commerce Shift

PayU unveiled Agent HQ at the Global Fintech Fest 2026, introducing an AI agent store for Indian SMBs that fundamentally changes how small businesses can deploy AI agents for commerce1

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. The platform addresses a critical market shift, with industry reports indicating that approximately 50% of search traffic is moving toward AI agents, while shoppers referred by AI platforms demonstrate conversion rates up to three times higher than traditional channels2

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. This no-code, zero-integration solution is built directly into PayU's merchant dashboard, allowing businesses to hire AI agents with just a few clicks without requiring separate integrations or coding expertise3

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Building Discoverability on AI Platforms Like ChatGPT and Claude

PayU Agent HQ enables merchants to establish their presence across emerging AI commerce channels by making products and services discoverable and transactable on AI platforms such as ChatGPT and Claude, as well as messaging channels including WhatsApp1

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. Indian SMBs can now create custom conversational AI assistants that work seamlessly across their websites, apps, and customer journeys, providing real-time assistance to shoppers and handling post-purchase queries without human intervention2

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. This capability is critical as businesses face the challenge of remaining relevant in what PayU calls the "agentic commerce journey," where AI agents increasingly mediate the path between consumers and purchases3

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Automating Payment Operations and Reducing Operational Workload

Beyond growth-focused capabilities, PayU Agent HQ offers AI agents designed to automate payment operations including transaction follow-ups, chargeback reconciliations, refund escalations, and settlements1

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. These agents leverage merchant transaction data—including payment success and failure patterns, chargeback histories, settlement cycles, and shopper behavior—to identify opportunities and suggest targeted campaigns across sales and marketing functions2

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. According to Manas Mishra, Chief Product Officer at PayU & Wibmo, "By putting a personalized team of AI agents to work across the business—from improving discoverability and driving growth to managing chargebacks, reconciliations, refunds, settlements, etc.—we want to put control back in merchants' hands, enabling them to focus on their growth"3

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. This approach helps merchants proactively manage fraud detection and disputes while protecting revenue streams.

Commerce Intelligence Powering Merchant Empowerment

PayU built Agent HQ on over a decade of commerce intelligence generated across its network, which includes more than 4.5 lakh merchants and over 700 million shoppers, having processed transaction volumes exceeding ₹7,800 billion1

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. This extensive data foundation enables the platform to deliver practical, outcome-oriented AI experiences for merchants across the full commerce journey, not just payment processing alone3

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. Early adopters including Policybazaar, DailyObjects, and Pinq Polka are already using Agent HQ to power their commerce operations2

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. Merchants can determine how frequently agents run, monitor activity through the dashboard, and receive outputs via email and WhatsApp, with all agents operating within boundaries defined by the merchant1

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. This represents merchant empowerment through accessible AI technology that previously required significant technical resources to implement.