Google has launched a test in India allowing shoppers to purchase items from Walmart-owned Flipkart directly through Gemini and AI Mode.
A “Buy” button now appears on select product listings within the interface. Tapping it routes users to a Flipkart checkout flow without leaving the AI screen. Sources familiar with the matter and an experience confirmed by TechCrunch describe this as a shift from product discovery to direct transactions.
Scope and rollout
The trial is currently restricted to a small group of users and specific categories, such as smartphones, electronics, and mobile accessories. Other users continue to see standard listings without the purchase option. Google plans to expand the feature later in October, ahead of the country’s festive shopping season.
Context
This move follows a trend where Google and rivals like OpenAI are adding commerce functions to their AI tools. The goal is to move beyond answering queries or recommending items to handling the actual purchase process.
A Google spokesperson stated the company is “always testing new features and experiences to help people discover and connect with businesses more easily.” No further details were provided.
Google has previously developed the Universal Commerce Protocol (UCP) as an open standard for AI agents to interact with retailers. That technology allowed purchases via a Google-hosted checkout. The current Flipkart test differs by using a retailer-branded checkout flow when the Buy button is pressed. It is unclear what technology powers this specific iteration.
Earlier this month, Google noted Flipkart was among partners helping bring “agentic” shopping experiences to Indian consumers, though it did not disclose details of this test or its timeline.
Google holds a financial stake in Flipkart, investing approximately $350 million in 2024 as part of a funding round led by the US retailer. This gave Google a minority position in the e-commerce firm.
India is the world’s second-largest internet market with over a billion subscribers. Flipkart and Amazon compete fiercely for online shoppers there. Competition intensifies during the festive season when companies launch major sales.
At present, the direct buy option is not available for all retailers surfaced by Google’s AI services. In the observed experience, listings from rivals such as Amazon appeared alongside Flipkart products but lacked the direct purchase button.
Flipkart did not immediately respond to a request for comment.
What it means
Users can now complete a purchase without switching apps if the item is supported. This reduces friction during the buying process. The test suggests Google is prioritising transactional depth for partners like Flipkart while keeping the checkout experience native to the retailer.
