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Additional Reading from MarketBeat

Microsoft Wants to Power Retail Without Competing With It

Authored by Chris Markoch. Article Published: 1/13/2026.

In Brief

Microsoft is utilizing AI tools like Copilot Checkout to enter digital commerce without directly competing with retailers.
The company’s “trusted infrastructure” strategy could attract merchants who want AI capabilities without giving up customer data or control.
Analysts remain bullish on MSFT stock as Microsoft’s position in the AI stack supports long-term growth into 2026 and beyond.

Many investors were focused on the Consumer Electronics Show (CES) in Las Vegas last week. But one tech giant made its own headlines at NRF 2026, the retail industry's annual conference in New York.

Specifically, Microsoft Corp. (NASDAQ: MSFT) announced the rollout of Copilot Checkout — another step in the company's push into agentic commerce. With Copilot Checkout, users can complete purchases directly within Microsoft's AI chatbot while the retailer remains the merchant of record, handling fulfillment and customer service.

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Microsoft already sits at the center of how large retailers run supply chains, manage customer data, and integrate third-party software. The company believes this embedded position — offering AI tools, data platforms, and automation — will give it an edge over rivals such as OpenAI, Alphabet Inc. (NASDAQ: GOOGL) and Amazon.com Inc. (NASDAQ: AMZN) by enhancing a retailer's existing operations without asking merchants to hand over customer relationships or transaction data.

The 2 Sides of the Copilot Checkout Debate

It remains to be seen how quickly consumers will adopt chat-based commerce. Some critics argue that solutions like Copilot Checkout are a new hammer looking for a nail, suggesting e-commerce doesn't need fixing.

But Kathleen Mitford, corporate vice president of global industry marketing, argues consumer behavior is shifting faster than many expect. Her point is supported by the rapid adoption of AI by businesses over the past year.

If Mitford is correct, Microsoft could become the "trusted operating system" for enterprise commerce — providing the AI layer, cloud infrastructure via Azure, and productivity tools that operate behind the scenes while allowing merchants to retain ownership of their data.

Retailers generally want technology that partners with them rather than competes with them. That's the lane Microsoft is targeting as it aims to grow Copilot's footprint — which is currently a fraction of ChatGPT's user base.

Analysts Remain Bullish on Microsoft

A feature like Copilot Checkout alone may not move MSFT stock significantly.

On Jan. 12, Goldman Sachs initiated coverage on the company with a Buy rating and a $655 price target.

Goldman Sachs downplayed concerns that AI spending will be a near-term drag with uncertain payoff and instead highlighted Microsoft's positioning in the AI stack.

The firm argued Microsoft is best placed among large-cap technology stocks to benefit from "compounding AI product cycles."

Is MSFT Stock a Buy?

MSFT started 2026 similarly to how it finished 2025. The stock is down roughly 1% heading into the company's earnings report, and it has slid more than 6% since the last quarterly results in late October 2025.

The technical setup, however, looks constructive. The share price appears to be in a consolidation phase and has repeatedly tested and held near the 200-day simple moving average (SMA), suggesting institutions may be defending that level.

Price volatility has decreased and the MACD has stabilized near the zero line — signs traders may be digesting prior gains rather than signaling a trend reversal.

Importantly, MSFT remains in a long-term bullish uptrend. That view could change if the stock makes a deep break below the 200-day SMA on heavy volume, but for now the evidence favors the bulls.

The company's earnings report, scheduled for Jan. 28, could be the next major catalyst. For most investors, a patient, scaled approach may be preferable to aggressive buying ahead of the release.

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