Google has started testing a way for Indian shoppers to buy products directly from Walmart-owned Flipkart through Gemini and AI modes, as the search giant looks to expand its AI services from product discovery to transactions.
Users participating in the test will see a “buy” button on some Flipkart product listings displayed in Gemini and Google’s AI modes, taking them directly to the Flipkart checkout flow without leaving the AI interface, according to people familiar with the matter and experiences seen by TechCrunch.
Officials told TechCrunch that initial testing will be limited to a limited number of users and a small number of products, including smartphones, electronic devices and mobile accessories. Other users will continue to see regular product listings from Flipkart in Gemini and AI modes, even without the option to buy directly from the AI interface.
Google plans to roll out the experience more widely in late October ahead of India’s festive shopping season, one of the people said.
The test comes as rivals including Google and OpenAI strive to add commerce capabilities to their AI products, playing a more direct role in online purchases beyond just answering shopping questions and recommending products.
Asked about Flipkart’s tests, a Google spokesperson told TechCrunch that the company is “constantly testing new features and experiences to help people more easily discover and connect with businesses.” The spokesperson added that the company is conducting regular experiments, but would not provide further details.
Separately, Google has been building technology aimed at enabling purchases through its AI services. Earlier this year, we introduced Universal Commerce Protocol (UCP) as an open standard designed to allow AI agents to interact with retailers throughout the shopping process, including checkout. Google announced at the time that the technology would allow shoppers to purchase eligible products through Gemini and AI modes using a Google-hosted checkout experience. The company has since expanded UCP with other features, such as allowing shoppers to route items to a retailer’s site to complete their purchase.
The Flipkart test seen by TechCrunch appears to be different from the Google-hosted checkout experience that the Gemini maker previously demoed. When a user taps the “Buy” button, they are presented with a Flipkart-branded checkout flow. It’s unclear what technology is powering testing.
Earlier this month, Google announced that Flipkart was among the merchants it was partnering with to offer a so-called “agency” shopping experience to Indian consumers, but did not provide details of the test or a rollout schedule.
Notably, Google has a financial relationship with Flipkart in addition to its technology partnership with the e-commerce company. The company invested about $350 million and acquired a minority stake in the e-commerce company in 2024 as part of a U.S. retailer-led funding round.
India is the world’s second-largest internet market with more than 1 billion internet subscribers, and Flipkart and Amazon are fiercely competing for online shoppers. The competition intensifies during the country’s festive season, when e-commerce companies run their biggest sales and promotions of the year.
At this time, not all retailers displayed by Google’s AI services will have a “buy” option. In the experience seen by TechCrunch, products from rivals, including Amazon, were displayed alongside Flipkart products, but there was no option to buy directly through the AI interface.
Flipkart did not immediately respond to an email seeking comment.
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