PayU has launched Agent HQ, a dedicated AI agent store designed specifically for small and medium-sized businesses (SMBs) in India. The platform enables merchants to deploy specialized AI agents across various stages of commerce, from improving product discoverability on AI shopping platforms to simplifying payment operations and creating conversational AI experiences.
According to PayU, the platform helps SMBs adapt to shifting consumer behavior, noting that nearly 50% of search traffic is moving to AI agents. Shoppers referred by AI can also achieve conversion rates up to three times higher than traditional channels.
What Agent HQ Offers
Agent HQ is built on over a decade of PayU’s commerce intelligence, covering more than 450,000 merchants, over 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 messaging channels including WhatsApp. Businesses can also create custom conversational AI assistants for their websites, apps, and customer journeys. These assistants provide real-time shopper support and handle post-purchase queries.
AI Agents for Payments and Operations
Agent HQ includes AI agents designed to automate operational tasks such as transaction follow-ups, chargeback reconciliations, refund escalations, and settlements. The agents use merchant transaction data—including success and failure patterns, chargeback histories, and shopper behavior—to suggest targeted sales and marketing campaigns while helping merchants reduce fraud, disputes, and operational effort.
Integration with PayU Merchant Dashboard
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 emphasizes that all agents operate strictly within boundaries defined by merchants.
Manas Mishra, Chief Product Officer at 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.
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