Google tests buying Flipkart products through Gemini in India — TechCrunch
Google has begun testing a feature in India that allows users to buy selected products from the Flipkart marketplace directly through Gemini and AI Mode. Some users see a “Buy” button next to selected Flipkart listings, which opens a marketplace-branded checkout process. TechCrunch reports.
Limited access to the test
For now, the feature is available only to some users and for a small number of products, including smartphones, electronics and mobile accessories. Other Gemini and AI Mode users continue to see regular Flipkart listings without the option to immediately complete a purchase through the AI interface.
According to one TechCrunch source, Google plans to roll out the capability more broadly later in October, ahead of India’s holiday shopping season. Google said it regularly tests new features and ways to help people find and interact with businesses, but provided no details about the experiment.
Checkout through Flipkart
The test scenario differs from the checkout option previously presented by Google and hosted on the company’s platform. After clicking the button, users see a checkout process branded by Flipkart. It is currently unknown which technology powers this solution.
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Google previously introduced the Universal Commerce Protocol, an open standard for interactions between AI agents and merchants at different stages of a purchase, including checkout. The company also named Flipkart among partners for developing so-called agentic shopping in India.
Marketplace competition
The direct-purchase option does not yet extend to all sellers displayed in Google’s AI services. In the interface tested by TechCrunch, Amazon listings were available alongside Flipkart products, but did not have buttons for direct checkout.
Flipkart is owned by Walmart. Google also has financial ties to the platform: in 2024, the company invested about $350 million in it as part of a funding round led by the U.S. retailer and received a minority stake.
