Google Tests In-Chat Shopping With Flipkart Through Gemini and AI Mode in India
Google has begun testing a way for shoppers in India to purchase products from Walmart-owned Flipkart directly through Gemini and AI Mode, as the search giant pushes its AI services beyond product discovery and into transactions.
A 'Buy' Button Inside the AI Interface
Users in the test see a "Buy" button on select Flipkart product listings surfaced in Gemini and Google's AI Mode. Tapping it launches a Flipkart-branded checkout flow without leaving the AI interface, according to people familiar with the matter and an experience seen by TechCrunch.
The early test is limited to a subset of users and a small selection of products, including smartphones, electronics, and mobile accessories. Other users continue to see standard Flipkart listings in Gemini and AI Mode with no option to buy directly from the AI interface.
Google plans to roll out the experience more broadly later in October, ahead of India's festive shopping season, one person said. In 2026, that timing carries extra weight: India's festive period β anchored by Diwali β remains the single largest e-commerce sales window of the year, and AI assistants are now a primary entry point for product research among urban shoppers.
Racing OpenAI and Others Into Agentic Commerce
The test reflects a broader shift across the AI industry. Google and rivals including OpenAI are rapidly adding commerce capabilities to their AI offerings, aiming to move past answering shopping queries and recommending products toward playing a direct role in online purchases. OpenAI, for its part, has been rolling out retail partnerships through ChatGPT, letting users shop merchants such as Walmart without leaving the chat.
Asked about the Flipkart test, a Google spokesperson told TechCrunch the company is "always testing new features and experiences to help people discover and connect with businesses more easily." The company regularly runs experiments and has no further details to share, the spokesperson added.
The Universal Commerce Protocol Connection
Google has separately been building technology to enable purchases through its AI services. Earlier in 2026, it introduced the Universal Commerce Protocol (UCP), an open standard designed to let AI agents interact with retailers across the entire shopping journey, including checkout. At the time, Google said 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 UCP with additional capabilities, including letting shoppers transfer items to a retailer's own site to complete a purchase.
The Flipkart test seen by TechCrunch looks different from that Google-hosted checkout demo. It surfaces a Flipkart-branded checkout flow when a user taps the Buy button, and it is unclear what technology powers the integration.
A Partnership With Financial Ties
Earlier in October, Google named Flipkart among the merchants partnering with it to bring so-called "agentic" shopping experiences to consumers in India, but did not disclose test details or a rollout timeline.
Google's relationship with Flipkart extends beyond technology. It invested roughly $350 million in the e-commerce company in 2024 as part of a funding round led by Walmart, taking a minority stake.
Why India Matters
India, the world's second-largest internet market, is a strategic proving ground for conversational commerce. A vast, mobile-first user base, rapidly expanding digital payments infrastructure, and intense competition among Amazon, Flipkart, and quick-commerce players make it an ideal environment for testing AI-driven checkout at scale β particularly during a festive season when transaction volumes spike.
via TechCrunch