Google is currently piloting a system in India that allows consumers to purchase items from Walmart-owned Flipkart directly via Gemini and AI Mode, signaling the tech giant’s move to extend its AI capabilities beyond mere product discovery to include transactional processes.
During this trial, users encounter a “Buy” button on specific Flipkart product entries within Gemini and Google’s AI Mode. Clicking this button seamlessly directs them to Flipkart’s checkout process, all while remaining within the AI environment, as verified by sources close to the situation and observations made by TechCrunch.
This initial pilot phase is restricted to a subset of users and a limited range of products, such as smartphones, electronics, and mobile accessories, sources informed TechCrunch. Meanwhile, other users still view standard Flipkart product listings in Gemini and AI Mode, lacking the direct purchase option from the AI platform.
Google intends to expand this feature more widely by late October, in anticipation of India’s celebratory shopping period, according to one insider.
This trial coincides with Google and competitors like OpenAI integrating e-commerce functionalities into their AI platforms. Their aim is to evolve past merely addressing shopping questions and suggesting items, towards directly facilitating online transactions.
When questioned about the Flipkart pilot, a Google representative informed TechCrunch that the company is “continuously experimenting with new features and experiences to simplify how individuals find and engage with businesses.” The spokesperson further mentioned that Google frequently conducts such trials and had no additional information to provide.
Independently, Google has been developing technology to enable purchases through its AI services. Earlier this year, it unveiled the Universal Commerce Protocol (UCP), an open standard crafted to enable AI agents to engage with retailers throughout the entire shopping process, including final transactions. Google stated then that this technology would empower consumers to purchase qualifying items via Gemini and AI Mode using a checkout experience managed by Google. Subsequently, the company has enhanced UCP with additional functionalities, such as allowing users to move items to a retailer’s website to finalize a purchase.
The Flipkart trial observed by TechCrunch seems distinct from the Google-managed checkout system previously showcased by the creator of Gemini. Tapping the ‘Buy’ button initiates a checkout process branded by Flipkart. The specific technology driving this test remains unknown.
Earlier this month, Google announced that Flipkart was one of the retailers collaborating to introduce what it terms ‘agentic’ shopping experiences for Indian consumers, though it had not divulged specifics of the pilot or its deployment schedule.
Significantly, Google maintains a financial tie with Flipkart, complementing its technological collaboration with the e-commerce firm. In 2024, it invested approximately $350 million in Flipkart during a funding round spearheaded by the U.S. retailer, thereby acquiring a minority share.
India, recognized as the globe’s second-largest internet market boasting over a billion online users, is a battleground where Flipkart and Amazon intensely vie for digital consumers. This rivalry escalates particularly during the nation’s festive period, a time when e-commerce entities unveil their most significant annual sales and promotional offers.
Currently, the ‘Buy’ feature is not universally available across all retailers presented by Google’s AI services. As observed by TechCrunch, product listings from competitors like Amazon were displayed alongside Flipkart items, yet lacked the functionality for direct purchase via the AI interface.
Flipkart has not yet provided an immediate response to an inquiry for comment.