50 Indian D2C storefronts · one agent · 6 checkpoints
Can an AI agent
buy from your store?
A live AI shopping agent attempts real purchases — stopping right before payment — and every store is scored on how far it gets.
Where the journeys end
43 stores with a clear journey
Discovery is nearly solved; the checkout gate is where most stores stop an agent cold.
Leaderboard
Ranked by ARI score — sort, filter, compare.
| # | Grade | Journey | Platform | Findings | ||||
|---|---|---|---|---|---|---|---|---|
| 1 | Juicy Chemistry beauty | 99.3 | 99.0 | 100.0 | A | Payment | shopify shopify_native | none reproduced |
| 2 | Pilgrim beauty | 94.6 | 92.3 | 100.0 | A | Payment | shopify shopify_native | none reproduced |
| 3 | Plix wellness | 82.0 | 100.0 | 40.0 | B | Payment | custom gokwik | none reproduced |
| 4 | Wakefit home | 76.0 | 100.0 | 20.0 | B | Payment | custom no enabler | none reproduced |
| 5 | Kapiva wellness | 69.5 | 80.0 | 45.0 | C | Payment | bigcommerce simpl | none reproduced |
| 6 | The Whole Truth food | 65.5 | 70.0 | 55.0 | C | Delivery form | custom razorpay | none reproduced |
| 7 | XYXX fashion | 53.8 | 34.0 | 100.0 | D | Cart | shopify simpl | |
| 8 | Wellbeing Nutrition wellness | 53.8 | 34.0 | 100.0 | D | Product page | shopify gokwik | none reproduced |
| 9 | Slurrp Farm food | 53.8 | 34.0 | 100.0 | D | Cart | shopify gokwik | none reproduced |
| 10 | Minimalist beauty | 53.8 | 34.0 | 100.0 | D | Product page | shopify gokwik | none reproduced |
| 11 | Dot & Key beauty | 53.8 | 34.0 | 100.0 | D | Cart | shopify shopify_native | |
| 12 | WOW Skin Science beauty | 50.3 | 29.0 | 100.0 | D | Cart | custom gokwik | |
| 13 | Nicobar fashion | 50.3 | 29.0 | 100.0 | D | Product page | shopify gokwik | none reproduced |
| 14 | Yogabar food | 49.1 | 27.3 | 100.0 | D | Cart | shopify shopify_native | |
| 15 | Portronics electronics | 49.1 | 27.3 | 100.0 | D | Product page | shopify gokwik | none reproduced |
| 16 | mCaffeine beauty | 49.1 | 27.3 | 100.0 | D | inconsistent | shopify gokwik | |
| 17 | Ellementry home | 49.1 | 27.3 | 100.0 | D | inconsistent | shopify snapmint | none reproduced |
| 18 | Beco home | 49.1 | 27.3 | 100.0 | D | Cart | shopify gokwik | none reproduced |
| 19 | Man Matters wellness | 48.0 | 45.0 | 55.0 | D | Checkout | custom razorpay | |
| 20 | Sleepy Owl Coffee food | 45.6 | 22.3 | 100.0 | D | Product page | shopify shopify_native | none reproduced |
| 21 | Chumbak home | 45.6 | 22.3 | 100.0 | D | inconsistent | shopify gokwik | none reproduced |
| 22 | DaMENSCH fashion | 43.5 | 45.0 | 40.0 | D | Checkout | custom razorpay | |
| 23 | The Souled Store fashion | 41.0 | 35.0 | 55.0 | D | Cart | custom no enabler | |
| 24 | Plum Goodness beauty | 41.0 | 35.0 | 55.0 | D | Cart | shopify gokwik | none reproduced |
| 25 | Beardo grooming | 41.0 | 35.0 | 55.0 | D | inconsistent | shopify gokwik | none reproduced |
| 26 | Suta fashion | 40.5 | 15.0 | 100.0 | D | Product page | shopify gokwik | none reproduced |
| 27 | Cosmix wellness | 40.5 | 15.0 | 100.0 | D | Product page | shopify gokwik | none reproduced |
| 28 | Bombay Shirt Company fashion | 40.5 | 15.0 | 100.0 | D | Product page | shopify shopify_native | none reproduced |
| 29 | boAt electronics | 40.5 | 15.0 | 100.0 | D | Product page | shopify gokwik | none reproduced |
| 30 | Blue Tokai Coffee food | 37.8 | 15.0 | 91.0 | F | Product page | shopify razorpay_magic | |
| 31 | The Derma Co beauty | 35.1 | 15.0 | 82.0 | F | inconsistent | shopify gokwik | |
| 32 | Bewakoof fashion | 33.5 | 35.0 | 30.0 | F | inconsistent | custom gokwik | none reproduced |
| 33 | Foxtale beauty | 32.8 | 38.3 | 20.0 | F | Checkout | shopify shopify_native | |
| 34 | Snitch fashion | 32.0 | 35.0 | 25.0 | F | Product page | shopify shopify_native | none reproduced |
| 35 | SUGAR Cosmetics beauty | 30.0 | 0.0 | 100.0 | F | Discovery | shopify gokwik | none reproduced |
| 36 | Neeman's fashion | 30.0 | 0.0 | 100.0 | F | inconsistent | shopify gokwik | none reproduced |
| 37 | Rare Rabbit fashion | 24.3 | 0.0 | 81.0 | F | Discovery | shopify gokwik | none reproduced |
| 38 | Mamaearth beauty | 24.0 | 15.0 | 45.0 | F | Product page | shopify shopify_native | none reproduced |
| 39 | Country Delight food | 24.0 | 15.0 | 45.0 | F | Product page | custom no enabler | none reproduced |
| 40 | Ustraa grooming | 16.5 | 0.0 | 55.0 | F | Discovery | custom no enabler | |
| 41 | The Sleep Company home | 16.5 | 0.0 | 55.0 | F | Discovery | shopify razorpay | none reproduced |
| 42 | Solethreads fashion | 6.0 | 0.0 | 20.0 | F | Discovery | custom no enabler | |
| 43 | Paper Boat food | 6.0 | 0.0 | 20.0 | F | Discovery | custom no enabler |
Every run on these stores hit an agent-side limitation, not a store finding — there is no store-attributable evidence to rank on, so they are held out of the leaderboard above rather than shown with a score. See each store's page for the honest run log.
Why this index — and why now
The buyers are becoming software.
In under a year, every major payments player shipped a protocol for AI agents that buy — and NPCI is reportedly building agent rails into UPI itself.
Agentic Commerce Protocol — agents check out inside ChatGPT, built with Stripe.
Agent Payments Protocol — a common mandate format for agent-led payments.
Trusted Agent Protocol — merchants can verify a legitimate shopping agent.
Unified Agent Protocol — AI agents verified and authorised inside UPI itself.
Agents are learning to shop
Purchase intent is already flowing through ChatGPT, Claude, Perplexity and their browser agents. The customer on the other side of the storefront is, increasingly, software acting for a human.
India is building the rails
A UAP-verified agent inside UPI makes agentic payment a solved problem in India — sooner than most merchants expect. Payment was the hard part, and it is being standardised right now.
Storefronts are the missing piece
Nobody was measuring whether an agent can actually get through an Indian D2C store. This index sends a real agent on real shopping journeys — and most stores stop it long before payment.
of ranked stores, a shopping agent still cannot reach payment. That gap — between the rails being laid and the storefronts they lead to — is what this index measures.
And markup doesn't predict it: across 43 ranked stores, static machine-readability explains under 3% of live agent outcomes. The only way to know is to send an agent.
How the benchmark worksFair questions
Won't commerce become agent-native — why score an agent on a human storefront at all?
Because every protocol above solves payment and identity — the last step. None of them finds the product, picks the size, or gets through checkout; today's shopping agents do that by driving the same web a human sees, since it's the only surface every store already has. Agent-native integrations arrive store by store, and the D2C long tail adopts last — so for stores like these, the browser journey is the agentic channel for years to come. And the walls this benchmark finds — OTP gates, forced logins, bot-blocks — are decisions about who may transact, not markup details. The stores failing an agent today are the ones that will be slowest onto the new rails.
What happens to this index when storefronts do become agent-native?
It evolves with the surface — the rubric is versioned for exactly that. Rubric v1, this leaderboard, measures the browser journey: the 2026 reality. As agent-native surfaces appear, future versions shift with them: the static half becomes “does the store publish agent affordances — product feeds, ACP or UAP endpoints”, and the live half becomes “can an agent actually transact through them”. What the index measures never changes: the gap between agentic demand and merchant readiness.
Why is the live agent score weighted 70% and static markup only 30%?
Because readable is not operable. Across the 43 ranked stores, static machine-readability explains under 3% of what an agent actually achieves — stores with perfect structured data score zero on the journey, and stores nearly illiterate to a crawler walked all the way to payment. Every wall in the failure taxonomy is invisible in markup; it only appears when something tries to buy.
Isn't a low score just a bad agent, rather than a bad store?
That is the failure mode this benchmark is built to avoid. When the agent itself fumbles, the run is voided as agent error and never counted against the store. A finding is published only when at least two of three independent runs reproduce it, and stores where nothing conclusive survived are excluded from the ranking entirely rather than shown with a number. The full policy is on the methodology page.