PayU launched Agent HQ, a dedicated AI agent store designed for small and medium-sized businesses (SMBs) in India. The platform lets merchants deploy specialized AI agents across different stages of commerce, from improving product discoverability on AI shopping platforms to simplifying payment operations and creating conversational AI experiences.
PayU said the platform helps small and medium-sized businesses (SMBs) adapt to changing consumer behavior, as nearly 50% of search traffic shifts to AI agents. Shoppers referred by AI can also have conversion rates up to three times higher.
Agent HQ is built on more than a decade of PayU’s commerce intelligence, covering 4.5 lakh+ merchants, 700+ million shopper journeys, and Rs. 7,800 billion in processed transactions.
Through the platform, merchants can make their products and services discoverable and transactable on AI platforms such as Claude and ChatGPT, as well as channels including WhatsApp.
Businesses can also create custom conversational AI assistants for their websites, apps, and customer journeys. These assistants can provide real-time shopper support and handle post-purchase queries.
Agent HQ also includes AI agents designed to automate operational tasks such as transaction follow-ups, chargeback reconciliations, refund escalations, and settlements.
The agents can use merchant transaction data, including success and failure patterns, chargeback histories, and shopper behavior. Based on this information, they can suggest targeted sales and marketing campaigns while helping merchants reduce fraud, disputes, and operational effort.
Also Read: UPI International Payments: Is it Cheaper Than Forex Cards Abroad?
Agent HQ is integrated directly into the PayU merchant dashboard. Merchants can hire an AI agent in a few clicks, choose its frequency, monitor its activity, and receive outputs through email and WhatsApp.
PayU said all agents operate strictly within boundaries defined by merchants.
Manas Mishra, Chief Product Officer, PayU & Wibmo, said Agent HQ expands PayU’s value-added offerings by providing merchants with a personalized team of AI agents to improve discoverability, drive growth, and manage payment operations.
Merchants including Policybazaar, Daily Objects, and Pinq Polka are already using Agent HQ to enhance their commerce workflows.