Google is running a pilot in India for a new AI-driven shopping tool on Flipkart, the e-commerce company owned by Walmart. This initiative is part of Google’s broader effort to enable consumers to transition smoothly from finding products to completing purchases entirely within its AI platforms. Currently, the trial grants a select group of users the ability to purchase Flipkart items directly via Google Gemini and AI Mode.
This trial aligns with a wider trend among technology firms integrating artificial intelligence deeper into online transactions, moving past basic product suggestions. At present, the functionality applies to a limited group of participants and a restricted inventory.
Buy Button Appears on Flipkart Listings
Participants in the trial will notice a “Buy” button on specific Flipkart items displayed within Gemini and Google’s AI Mode. Selecting this button initiates a Flipkart-branded checkout process, letting buyers finalize orders instantly without needing to launch the Flipkart app or website to search for the item again.
The initial phase includes categories like mobile accessories, electronics, and smartphones. Other consumers viewing Flipkart search results via Gemini and AI Mode will still see listings, but they will lack the direct checkout capability.
According to reports, Google intends to roll out the feature more widely in October ahead of India’s festive shopping season.
Flipkart Test Differs from Google’s UCP
This Flipkart pilot is distinct from Google’s previous initiatives involving the Universal Commerce Protocol (UCP)—an open framework built to enable AI agents to engage with merchants throughout the purchasing process, inclusive of checkout.
Google previously stated that qualifying items could be bought directly inside Gemini and AI Mode via a checkout hosted by Google itself. Conversely, the Flipkart trial directs shoppers to a branded Flipkart checkout flow, and the underlying technology driving the integration remains unannounced.
Earlier this month, Google named Flipkart among the retail partners collaborating to introduce “agentic” shopping features to Indian consumers.
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Google’s Financial Link with Flipkart
Beyond technology initiatives, Google shares a financial connection with Flipkart. In 2024, Google acquired a minority stake by committing roughly USD 350 million to the e-commerce platform during a Walmart-led funding round.
At present, this direct purchasing feature is restricted to specific merchants. During the evaluation, Amazon items were displayed alongside Flipkart goods in search results, yet they did not provide the same direct buying functionality inside Google’s AI environment.
