Google is testing direct purchase of Flipkart products in Gemini and AI Mode
Google is testing the purchase of Flipkart products directly from Gemini and AI Mode via a "Buy" button in India, so far for a limited group of users and products. A wider launch is planned for October 2026, ahead of the festival season.
Google is testing a "Buy" button in India for selected Flipkart products that appear in Gemini and AI Mode. After clicking, the user goes directly into the checkout process on the Flipkart platform without having to leave the AI assistant's interface. According to TechCrunch sources, the test so far covers only a portion of users and a limited selection of product categories – smartphones, electronics, and mobile accessories. Other users still see only regular listings for Flipkart products, without the option for direct purchase.
According to one source, Google plans a wider rollout of this feature later in October 2026, ahead of the start of India's festival shopping season, when Flipkart and Amazon traditionally compete with the year's strongest discount campaigns. A Google spokesperson confirmed that the company "continuously tests new features," without providing further details.
The tested purchase flow differs from the previously introduced concept of the Universal Commerce Protocol (UCP), which Google launched earlier in 2026 as an open standard for AI agents with checkout hosted directly by Google. The current test, by contrast, redirects to a Flipkart-branded checkout, and it is not clear what technology powers it. Google also has a financial tie to Flipkart – in 2024 it invested approximately $350 million in the company as part of a funding round led by Walmart. Products from competitor Amazon appear in Gemini and AI Mode without the option for direct purchase.
Why it matters
For merchants and platforms, this is an example of how major AI assistant providers are shifting the role of chatbots from recommending products to selling them directly, which could affect where customers flow from and what share of transactions AI platforms will claim. For consumers in India, this would mean the ability to complete a purchase of selected products without leaving the Gemini app, though so far only for a limited range of products.
Relevant practical impact
What this means
For a business
For e-commerce companies, this is a signal that major AI assistant providers (Google, OpenAI) are heading toward direct transactions within chat, which may over time change where sales traffic comes from and how partnerships with commerce platforms work.
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Event sources
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