Google tests buying from Walmart-owned Flipkart through Gemini and AI Mode in India

THE NEWS

What happened

Google is testing a new feature in India that allows users to purchase products directly from Walmart-owned Flipkart via its Gemini AI and AI Mode interface. This marks a significant step for Google as it integrates commerce capabilities into its generative AI tools, moving beyond simple product recommendations to direct transactions. The test is currently limited to specific users and categories like smartphones and electronics, with plans to expand before India's major festive shopping season.

CONTEXT

Why it matters

Google is testing a new shopping experience in India where users can buy products directly from Flipkart through its Gemini AI and AI Mode. By tapping a 'Buy' button on select listings—such as smartphones and electronics—shoppers are taken straight to the Flipkart checkout without leaving the chat interface. This pilot, limited to specific users ahead of the festive season, highlights Google's push to integrate deep commerce capabilities into its generative AI tools, leveraging its existing financial partnership with Flipkart.

AT A GLANCE

Key facts

• Google is testing a 'Buy' button on select Flipkart listings within Gemini and AI Mode in India.
• Clicking the button directs users directly to a Flipkart checkout flow without leaving the AI interface.
• The test is currently limited to specific users and product categories including smartphones, electronics, and mobile accessories.
• Google plans to roll out the feature more broadly later in October ahead of India's festive shopping season.
• This move aligns with Google's Universal Commerce Protocol (UCP) aimed at enabling AI agents to interact with retailers for checkout.
• Google holds a minority stake in Flipkart, having invested approximately $350 million in 2024.
• Rival listings from Amazon appear alongside Flipkart products but currently do not offer direct purchase options through the AI interface.