Shopflo by Pine Labs launches AI agents for D2C product discovery

Shopflo by Pine Labs has launched two AI-powered tools to help direct-to-consumer (D2C) brands adapt to shopping behaviors influenced by AI assistants like ChatGPT and Claude. The solutions focus on improving product discovery and operational efficiency without requiring brands to build in-house AI teams.

Tarun Mottlia

Editor, Lazyfounder

Published Nov 1, 20262 min read

What Shopflo launched

Shopflo, a platform by Pine Labs, has introduced two solutions aimed at helping direct-to-consumer (D2C) brands adapt to shifts in shopping behavior driven by AI assistants like ChatGPT and Claude. The first is an agentic commerce offering, which integrates brands’ product catalogues with AI-native platforms, enabling seamless discovery and checkout. The second is Growth Orchestrator, a tool that consolidates growth-related decisions—such as conversion rates, average order value, and customer retention—into a single interface, providing data-driven recommendations and experiment automation.

How it works for brands

Shopflo’s agentic commerce streams product information to AI assistants, allowing brands to surface relevant products when shoppers describe their needs. For example, a user searching for festive gifts under ₹2,000 on an AI assistant could be shown products from participating brands, with the ability to proceed to checkout directly. This approach does not replace search engine optimisation (SEO), which continues to drive website traffic, but adds a new channel for visibility.

The Growth Orchestrator tool lets brands define their priorities, such as growth or profitability, and receive tailored recommendations based on performance data. It identifies drop-offs in the shopping journey—like abandoned carts—and suggests experiments to improve conversions. Brands retain control over decision-making, reviewing and approving recommendations before scaling them.

Why this matters for D2C brands

According to Shopflo’s Chief Business Officer, Mihir Shah, D2C brands are increasingly reliant on AI assistants for product discovery and purchasing decisions. Instead of building in-house AI teams, brands can use Shopflo’s tools to improve operational efficiency and stay competitive in an AI-driven market.

The launch reflects broader trends in agentic commerce, where platforms like TikTok have also introduced AI shopping assistants to streamline in-app purchases. Unlike TikTok’s consumer-facing tools, Shopflo focuses on empowering brands with back-end solutions for growth optimisation.

What this means

Lazyfounder analysis — our interpretation, not reported fact.

Shopflo’s tools signal a shift in how D2C brands can engage with AI-driven commerce without overhauling their operations. For founders and operators, this launch underscores the growing importance of AI-native product discovery—a space where traditional SEO and marketplace listings may no longer suffice. The ability to plug into existing AI ecosystems (like ChatGPT or Claude) without heavy investment could level the playing field for smaller brands, while larger players may use these tools to fine-tune their growth strategies. The emphasis on controlled autonomy—letting brands set priorities and approve experiments—addresses concerns about ceding too much decision-making to AI, a balance that will likely become a key consideration for similar tools.

Sources

YourStory · 2026-10-30
D2C brands don't need an AI team to get discovered and grow, says Shopflo

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