Google is piloting a new shopping flow for Indian consumers that embeds a “Buy” button directly into Gemini and AI Mode results for select Flipkart items. Tapping the button launches a Flipkart checkout page without exiting the AI interface, according to people familiar with the test and a TechCrunch observation. The trial is limited to a subset of users and a narrow catalog that includes smartphones, electronics and mobile accessories.
Google plans to expand the feature to a wider audience in October, timing the rollout for India’s major festive shopping period. Users not included in the current experiment will continue to see standard Flipkart listings in Gemini and AI Mode, without the integrated purchase button. The company hopes the broader release will smooth the transition from product discovery to transaction within its AI services.
The test reflects a broader industry push, as Google and rivals such as OpenAI add commerce functions to their generative AI platforms. Rather than merely answering queries or suggesting products, these services aim to close the loop by enabling users to complete purchases directly through the AI interface. This shift signals a move toward more transactional AI experiences in competitive e-commerce markets.
A Google spokesperson told TechCrunch that the firm is “always testing new features and experiences to help people discover and connect with businesses more easily,” adding that the company runs regular experiments and has no further details to share. Earlier this year Google unveiled the Universal Commerce Protocol, an open standard intended to let AI agents interact with retailers throughout the shopping journey, including checkout. Initially the protocol supported a Google-hosted checkout, but it has since been expanded to allow shoppers to transfer items to a retailer’s site for completion.
The Flipkart experiment differs from the earlier Google-hosted checkout demo, as the “Buy” action now opens a Flipkart-branded checkout flow rather than a Google-managed one. The underlying technology for this specific test has not been disclosed. In early October, Google announced that Flipkart was among the merchants collaborating on what it calls “agentic” shopping experiences in India, but it did not reveal rollout specifics.
Google also maintains a financial stake in Flipkart, having invested roughly $350 million in a 2024 funding round led by the U.S. retailer, securing a minority share. This capital involvement runs alongside the technology partnership. At present, the integrated “Buy” button is not available for other retailers displayed in Gemini or AI Mode; for example, Amazon listings appear without a direct purchase option.