Google expands ai-driven commerce in india with Flipkart integration

Google is testing a new feature in India allowing users to buy Flipkart products via its AI tools Gemini and AI Mode. Limited to select users and categories like smartphones, the feature lets shoppers complete purchases without leaving the AI interface. The test, observed by TechCrunch, will expand in October ahead of India’s festive season. A Google spokesperson confirmed the company is exploring AI-driven user experiences without further details. This aligns with trends as OpenAI integrates commerce into AI services. Google is also developing the Universal Commerce Protocol (UCP), an open standard for AI agents to interact with retailers. Google holds a financial stake in Flipkart, having invested $350 million in 2024. Flipkart, which competes with Amazon in India’s e-commerce market, has not commented on the test. The current feature uses Flipkart’s branded checkout flow, differing from Google’s hosted checkout. While Flipkart and Amazon products appear side-by-side in Google’s AI services, only Flipkart listings offer direct purchase options. This marks a significant step for Google in transforming AI from product discovery to transaction facilitation, reflecting its strategy to deepen its role in online commerce.