Commerce has never stood still. It has always evolved alongside the way people discover things — and each evolution has quietly redrawn the line between who gets found and who gets overlooked.
In the first era, the currency was location. The merchant with the right address on the right street commanded footfall. Visibility was physical, expensive, and finite. The digital era changed the geography, not the dynamic. Search engines and social platforms opened new channels, but visibility still demanded media budgets, technical expertise, and relentlessly rising ad spend.
Now, a more fundamental shift, beyond the search bar, is underway.
The third era of commerce.
Consumers are delegating discovery to AI agents that find, evaluate, and increasingly complete purchases on their behalf. And it raises an urgent question for every merchant: when a customer’s AI goes looking, does it find you?
For India’s 63 million registered MSMEs, the answer today is no.
Participating requires deep technical integrations, custom API development, and the ongoing compatibility across multiple AI platforms. Until now, that was the domain of enterprises with the engineering resources to match their ambition.
Introducing the Agentic Commerce Suite.
Pine Labs has built the Agentic Commerce Suite — a full-stack platform purpose-built for agentic discovery. A single integration makes a business discoverable, transactable, and trusted across the AI ecosystem.
As the product shapes up, any merchant can connect their catalogue, sync inventory, enable offers, affordability and customers support and much more. No engineering team required, no bespoke build per platform.
The Suite is currently live on ChatGPT via the Pine Labs App. Integrations for Google Gemini, Anthropic Claude and other platforms are in active development.
To see it in action: open ChatGPT, add the Pine Labs app, and search for a product from our merchant, Sladorn.
What does this mean for SMBs?
Consider what it takes for a large retailer to operate at scale in the agentic era:
- a catalogue that AI can read and interpret in real time,
- inventory systems that communicate live availability,
- a purchase experience embedded directly within the chat,
- the signals that make a first-time customer feel secure
The Agentic Commerce Suite delivers each of these as a unified platform — accessible to an independent brand on the same terms as a multinational. A boutique in Bengaluru, a D2C label in Mumbai, a craft business built on a kitchen table: all of them can now show up inside AI conversations with the same completeness and credibility as any enterprise merchant.
“It feels like having access to technology we could never build on our own,
making us AI-powered on ChatGPT from day one.”
~ Pinky Kumhar, Co-founder, Sladorn – Art & Design
Here’s what it can do:
01 INTELLEGENT DISCOVERY
A connected catalogue becomes a knowledge layer that AI agents can query with nuance, matching a customer’s specific intent against your offering with the fluency of a well-briefed associate.
02 LIVE INVENTORY INTELLIGENCE
An AI recommendation is only as good as the data behind it. The ACS maintains a live sync with your inventory, ensuring that every product surfaced by an AI agent is available.
03 CHECKOUT INSIDE THE CONVERSATION
Customers can select, adjust, and confirm their purchase without leaving the conversation — through a secure Pine Labs checkout. The gap between recommendation and transaction closes entirely.
04 TRUST AS A FOUNDATION
Every merchant on the ACS transacts through Pine Labs’ trusted infrastructure. For an SMB, a customer’s first encounter with your brand comes with enterprise-grade security alongside it
The Third Era is not a distant horizon. It is the present moment.
Every major shift in commerce has rewarded those who moved with it. The Agentic Commerce Suite is Pine Labs’ commitment to ensuring that this time, moving early is not a privilege reserved for the largest players.
“We are building the universal protocol that allows a local boutique to have the same discoverability as a billion-dollar retailer — across the entire world of LLMs.”
~ Vijeth Pandit, CPO, Pine Labs Payments, and Setu
The AI frontier is open. List your store and get found where the next generation of shopping happens with Pine Labs’ Agentic Commerce Suite →