Google is testing a feature that allows users in India to purchase products directly through Gemini and its AI Mode without leaving the interface, according to people familiar with the matter. The early test connects users to a Flipkart-branded checkout flow for a limited selection of smartphones, electronics, and mobile accessories, the people told TechCrunch.
The experiment is currently limited to select users, while other users continue to see standard product listings from Flipkart in Gemini and AI Mode without the option to buy them 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 of the people said.
The move comes as Google and rivals including OpenAI are adding commerce capabilities to their AI offerings, striving to move beyond answering shopping queries and recommending products to playing a more direct role in online purchases. 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."
Google has separately been building technology aimed at making purchases possible through its AI services. Earlier this year, it introduced the Universal Commerce Protocol (UCP) as an open standard designed to let AI agents interact with retailers across the shopping journey, including checkout. The company has since expanded UCP with other capabilities, including allowing shoppers to transfer items to a retailer's site to complete a purchase. The Flipkart test seen by TechCrunch appears different from the Google-hosted checkout experience demonstrated earlier this year.