Microsoft has unveiled a new feature aimed at speeding up online purchases by letting users complete transactions without ever leaving its AI assistant. Announced at the NRF 2026 retail conference, Copilot Checkout embeds a buying flow directly inside Microsoft Copilot, removing the need to jump through multiple webpages just to finalise an order.

The service is now rolling out across the United States and connects with major payment and commerce platforms including PayPal, Shopify, Stripe and Etsy. Through these integrations, users can browse items and complete purchases within Copilot itself, rather than being redirected to a retailer’s website. Early retail partners include brands such as Urban Outfitters, Anthropologie and Ashley Furniture in the US.

While Microsoft manages the checkout interface, retailers remain the merchant of record. This means sellers still handle fulfilment and retain access to customer data, even though the transaction takes place within Microsoft’s AI environment rather than on their own storefronts.

Microsoft has not yet detailed how it plans to prevent errors in automated purchasing, such as incorrect items or unintended orders caused by AI misunderstandings. Questions also remain around how payments are processed behind the scenes. Microsoft has been contacted for clarification on safeguards and transaction handling but has not publicly shared specifics.

The launch highlights growing competition in AI-assisted shopping. OpenAI introduced its own shopping assistant last year, though it warned users that its system could make mistakes related to pricing or availability and advised checking merchant websites for the most accurate information. Microsoft’s approach positions Copilot Checkout as a way to bypass retailer sites entirely, suggesting greater confidence in the reliability of its integrations.

Despite the attention around AI-driven shopping, the underlying idea is not entirely new. Automated purchasing tools have existed for years, such as Amazon’s one-press ordering devices from more than a decade ago. What has changed is the addition of conversational AI, which aims to make the buying process faster and more seamless, even if questions remain about trust and accuracy.