Google tests direct Flipkart purchases via Gemini and AI Mode in India

Google has begun a limited test in India allowing users to purchase products from Walmart-owned Flipkart directly through its Gemini and AI Mode interfaces, according to people familiar with the matter and an experience observed by TechCrunch. In the test, select users see a “Buy” button on certain Flipkart product listings within Gemini and AI Mode, which initiates a Flipkart-branded checkout flow without leaving the AI interface.

The early test is restricted to some users and a small set of products, including smartphones, electronics, and mobile accessories, the people told TechCrunch. Other users continue to see standard Flipkart product listings in the same AI interfaces without the purchase option. Google plans to expand the experience more broadly in October, ahead of India’s festive shopping season, one of the people said.

The Flipkart test differs from earlier demonstrations of Google’s Universal Commerce Protocol (UCP), which showcased a Google-hosted checkout experience. In this trial, tapping the “Buy” button surfaces a Flipkart-branded checkout flow, and it is not clear what underlying technology powers the integration. Earlier this month, Google said Flipkart was among merchants partnering with it to bring “agentic” shopping experiences to consumers in India, though it did not disclose details of the test or timeline at that time.

Google and rivals including OpenAI are expanding commerce capabilities in their AI offerings, moving beyond product discovery and recommendations to facilitating direct purchases. A Google spokesperson told TechCrunch the company is “always testing new features and experiences to help people discover and connect with businesses more easily,” and regularly runs experiments with no further details to share.

Google has a financial relationship with Flipkart, having invested approximately $350 million in the e-commerce company in 2024 as part of a funding round led by Walmart, taking a minority stake. The test comes as Flipkart and Amazon compete intensely for online shoppers in India, a market with more than a billion internet subscribers, with competition peaking during the country’s festive season sales.