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Google has started testing a way for shoppers in India to buy products from Walmart-owned Flipkart directly through Gemini and AI Mode, as the search giant looks to expand its AI services from product discovery into transactions.<\/p>\n
Users in the test see a \u201cBuy\u201d button on select Flipkart product listings appearing in Gemini and Google\u2019s AI Mode, which takes them directly to a Flipkart checkout flow without leaving the AI interface, according to people familiar with the matter and an experience seen by TechCrunch.<\/p>\n
The early test is limited to some users and a small selection of products, including smartphones, electronics, and mobile accessories, the people told TechCrunch. Other users continue to see regular product listings from Flipkart in Gemini and AI Mode without the option to buy them directly from the AI interface.<\/p>\n
Google plans to roll out the experience more broadly later in October, ahead of India\u2019s festive shopping season, one of the people said.<\/p>\n
The test comes as Google and rivals including OpenAI are adding commerce capabilities<\/a> to their AI offerings, striving to move beyond answering shopping queries and recommending products to playing a more direct role in online purchases.<\/p>\n Asked about the Flipkart test, a Google spokesperson told TechCrunch the company is \u201calways testing new features and experiences to help people discover and connect with businesses more easily.\u201d The company regularly runs experiments and has no further details to share, the spokesperson added.<\/p>\n Google has separately been building technology aimed at making purchases possible through its AI services. Earlier this year, it introduced<\/a> the Universal Commerce Protocol (UCP) as an open standard designed to let AI agents interact with retailers across the shopping journey, including checkout. Google said<\/a> at the time that the technology would allow shoppers to buy eligible products through Gemini and AI Mode using a Google-hosted checkout experience. The company has since expanded<\/a> UCP with other capabilities, including allowing shoppers to transfer items to a retailer\u2019s site to complete a purchase.<\/p>\n The Flipkart test seen by TechCrunch appears different from the Google-hosted checkout experience the Gemini maker demonstrated earlier. It brings up a Flipkart-branded checkout flow when a user taps the Buy button. It is not clear what technology powers the test.<\/p>\n Earlier this month, Google said Flipkart was among the merchants<\/a> partnering with it to bring what it calls \u201cagentic\u201d shopping experiences to consumers in India, but it had not disclosed details of the test or its rollout timeline.<\/p>\n Notably, Google has a financial relationship with Flipkart \u2014 alongside its technology partnership with the e-commerce company. It invested about $350 million<\/a> in the e-commerce company in 2024 as part of a funding round led by the U.S. retailer, taking a minority stake.<\/p>\n India, the world\u2019s second-largest internet market with more than a billion internet subscribers, sees Flipkart and Amazon compete fiercely for online shoppers. That competition intensifies further during the country\u2019s festive season, when e-commerce companies roll out some of their biggest sales and promotions of the year.<\/p>\n For now, the Buy option is not appearing across all retailers surfaced by Google\u2019s AI services. In the experience seen by TechCrunch, listings from rivals including Amazon appeared alongside Flipkart products but did not offer the option to purchase directly through the AI interface.<\/p>\n Flipkart did not immediately respond to an email requesting for comment.<\/p>\n<\/div>\n When you purchase through links in our articles, we may earn a small commission<\/a>. This doesn\u2019t affect our editorial independence.<\/em><\/p>\n