Google has begun testing a new way for shoppers in India to buy products from Flipkart directly through its AI services. The test shows a 'Buy' button on some Flipkart product listings in Gemini and AI Mode. When users click it, they go straight to Flipkart's checkout without leaving the AI interface.
The early test is limited to a small group of users and a few product types, such as smartphones and electronics. Other users still see regular Flipkart listings without the buy option. Google plans to roll out this feature more widely later in October, before India’s busy festive shopping season.
This test is part of Google’s effort to add commerce features to its AI services. Google and competitors like OpenAI are moving beyond answering shopping questions to enabling direct purchases through AI. Google has also built technology called the Universal Commerce Protocol (UCP). UCP is an open standard that helps AI agents interact with retailers during the shopping process, including checkout.
The Flipkart test seems different from Google’s usual checkout experience. It shows a Flipkart-branded checkout flow when users tap the buy button. It is unclear what technology powers this new test. Google has a financial stake in Flipkart, having invested about $350 million in 2024. Flipkart is a major online retailer in India, competing with Amazon.
India has more than a billion internet users, making it a key market for online shopping. The competition heats up during the festive season, when big sales happen. For now, the buy option only appears with Flipkart products, not with other retailers like Amazon. Flipkart did not comment immediately.
This development shows how AI is becoming more involved in online shopping, offering faster and more integrated buying options for users.
