PayU has announced Agent HQ, a dedicated AI agent store designed for Indian SMB merchants. The platform allows businesses to deploy specialised AI agents for every stage of commerce—from improving discoverability on AI shopping platforms to simplifying daily payment operations and powering custom conversational AI experiences.
With nearly 50% of search traffic shifting to AI agents and AI‑referred shoppers converting up to three times better, PayU aims to give SMBs a level playing field. Agent HQ is built on more than a decade of commerce intelligence across 4.5 lakh+ merchants, 700+ million shopper journeys, and Rs 7,800 billion in processed transactions.
Manas Mishra, Chief Product Officer, PayU & Wibmo, said Agent HQ expands PayU’s value‑added offerings by giving merchants a personalised team of AI agents to improve discoverability, drive growth and manage payment operations. Through Agent HQ, merchants can make their products and services discoverable and transactable on AI platforms like Claude, ChatGPT, and channels such as WhatsApp. They can also build custom conversational AI assistants for websites, apps and customer journeys, enabling real‑time shopper support and post‑purchase query handling. Agent HQ offers AI agents that automate operational tasks such as transaction follow‑ups, chargeback reconciliations, refund escalations and settlements. Using merchant transaction data—including success/failure patterns, chargeback histories and shopper behaviour—these agents can also suggest targeted campaigns across sales and marketing, helping reduce fraud, disputes and operational effort. Agent HQ is built directly into the PayU merchant dashboard. Merchants can hire an AI agent in a few clicks, set its frequency, monitor activity, and receive outputs via email and WhatsApp. All agents operate strictly within merchant‑defined boundaries. Merchants including Policybazaar, Daily Objects, and Pinq Polka are already using Agent HQ to enhance their commerce workflows. Get the latest technology news and updates. Download the TOI App.