Google has started testing direct purchases from Walmart-owned Flipkart within Gemini and AI Mode for shoppers in India. TechCrunch reports that selected users see a Buy button on product listings, enabling a direct checkout flow without leaving the AI interface ahead of a broader rollout planned for October.
Key takeaways
- TechCrunch reports Google is testing direct Flipkart purchases inside Gemini and AI Mode for users in India.
- The test displays a Buy button on select product listings like smartphones, electronics, and mobile accessories.
- Tapping the button triggers a Flipkart-branded checkout flow without requiring users to leave the AI interface.
- Google plans a broader rollout later in October ahead of India’s major festive shopping season.
- Rivals like Amazon appear in search results alongside Flipkart but currently lack the direct-purchase option.
What happened
Google has expanded its search and AI capabilities beyond simple product discovery into direct financial transactions. According to TechCrunch, users in an early test group in India can now purchase items from Walmart-owned Flipkart directly inside Gemini and Google’s AI Mode.
When participating users search for eligible products, such as smartphones, electronics, and mobile accessories, a Buy button appears on select Flipkart listings. Tapping this button initiates a Flipkart-branded checkout flow directly within the AI interface. Other users continue to see regular product listings without the direct purchase option.
TechCrunch notes that Google plans to expand this experience more broadly later in October, strategically timed ahead of India’s festive shopping season when e-commerce competition reaches its peak. A Google spokesperson stated that the company regularly runs experiments to help users connect with businesses more easily, while Flipkart did not immediately respond to requests for comment.
The test arrives as Google and industry rivals add commerce capabilities to their AI products, aiming to move past answering shopping queries and recommending items to playing a direct role in online purchases. Earlier this year, Google introduced the Universal Commerce Protocol as an open standard to let AI agents interact with retailers across the shopping journey, including checkout, allowing shoppers to buy eligible products through Gemini and AI Mode using a Google-hosted checkout experience. However, the Flipkart test observed by TechCrunch appears different from that Google-hosted checkout experience, bringing up a Flipkart-branded checkout flow instead. It remains unconfirmed what exact technology powers this specific test.
Earlier in September, Google noted that Flipkart was among the merchants partnering with it to bring agentic shopping experiences to consumers in India, though details of the test and rollout timeline were not disclosed at that time. Additionally, Google maintains a financial relationship with Flipkart alongside its technology partnership, having invested approximately $350 million in the e-commerce company in 2024 as part of a funding round led by Walmart, taking a minority stake.
India represents the world’s second-largest internet market with over a billion internet subscribers. In this market, Flipkart and Amazon compete fiercely for online shoppers, with competition intensifying further during the country’s festive season when e-commerce firms launch some of their largest sales and promotions of the year. During the current test phase, the Buy option does not appear across all retailers surfaced by Google’s AI services; listings from rivals like Amazon appear alongside Flipkart products but do not offer the option to purchase directly through the AI interface.
At a glance
| Detail | What we know |
|---|---|
| Who | Google, Walmart-owned Flipkart, and shoppers in India |
| What | Testing direct product purchases inside Gemini and AI Mode |
| Where | India |
| When | Tested in September, broader rollout planned for October |
| Price | Free to use |
| Who can use it | Limited test group of users in India |
| Limits | Restricted to a small selection of products like electronics and smartphones |
Why it matters
This test highlights a major shift in how tech giants approach online retail. Instead of acting merely as a directory that sends web traffic to external sites, AI assistants are evolving into transactional hubs. By embedding checkout flows directly into conversational interfaces, Google and competitors like OpenAI want to capture user intent and complete sales entirely within their own ecosystems.
The move also strengthens the commercial ties between Google and Flipkart. Google previously invested about $350 million in Flipkart in 2024, taking a minority stake alongside a technology partnership. As India’s digital market grows with over a billion internet subscribers, integrating AI directly with dominant local retailers gives search platforms an edge during high-volume shopping periods.
- The underlying technology powering the Flipkart-branded checkout flow remains unconfirmed.
- The exact date for the broader October rollout has not been specified.
- It is unclear when or if this direct purchasing feature will expand to other retailers or countries.
Hype vs reality
Google AI can now buy anything from any online store.
The test is strictly limited to a small selection of products from Flipkart in India.
All online shopping in India has moved inside Gemini.
Rival listings like Amazon appear alongside Flipkart but do not offer direct in-app checkout.
What it means for you
If you live and shop in India
You may spot new Buy buttons on select electronics and mobile accessories while researching products in Gemini this October.
Do this: Check your Gemini or AI Mode interface when searching for tech items to see if the experimental checkout feature appears for your account.
If you are an e-commerce creator or seller
This test signals a future where customers expect to complete purchases inside conversational AI tools rather than traditional web stores.
Do this: Monitor how platform-native checkouts evolve to prepare your product catalogs for AI-driven discovery and sales channels.
Do not assume that all retailers listed in Gemini support direct in-app purchasing during this test phase.
How to try it
If you are located in India and included in the test group, you can look for direct buying options during your product searches.
- Open Gemini or AI Mode Launch Google’s AI interface on your supported device.
- Search for electronics Look for popular items like smartphones or mobile accessories from Flipkart.
- Check for the Buy button Inspect the product listings provided in the AI response to see if a direct purchase option is displayed.
- Complete checkout Tap the button if available to experience the integrated Flipkart checkout flow.
You can use structured product queries to test how AI surfaces regional retail options.
Compare current online deals for [PRODUCT_CATEGORY] available on major e-commerce platforms in India, detailing their price differences and delivery estimates.Be specific with your product queries to help Gemini locate the exact item categories included in early experimental rollouts.
Who should care (and who can skip it)
Worth your time if you…
- Shop online frequently using mobile AI assistants in India.
- Build or manage digital retail and e-commerce strategies.
- Follow how tech platforms monetize conversational search tools.
You can skip it if you…
- Live outside of India where the test is unavailable.
- Prefer traditional website browsing and standalone shopping apps.
Our take
Google’s test with Flipkart represents a logical step toward agentic commerce, turning search engines into storefronts. While it is currently limited to a handful of products in India, the implications for global retail are significant. The biggest caveat is that until open standards like the Universal Commerce Protocol become universal, features like this will remain isolated experiments tied to specific corporate partnerships.
Keep an eye on how conversational search tools handle checkout security and data privacy as shopping features roll out more broadly this October.
Your next step
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Questions people ask
What is Google testing with Flipkart in India?
Google is testing a feature that allows shoppers in India to buy products from Flipkart directly inside Gemini and AI Mode. Users in the test see a Buy button on select items, triggering an in-app checkout flow without leaving the AI interface.
Who can access the Gemini Flipkart buying test?
The early test is currently limited to a small selection of users in India and a narrow range of products, including smartphones, electronics, and mobile accessories. A broader rollout is planned for October ahead of the festive shopping season.
Does this feature work for other retailers like Amazon?
No. While listings from rival retailers like Amazon appear alongside Flipkart products in Google's AI services, those competing listings do not currently offer the option to purchase directly through the AI interface.
Why is Google partnering with Flipkart for this test?
Google has a strong commercial relationship with Flipkart, having invested about $350 million in the company in 2024. This partnership aligns with Google's broader strategy to add commerce and agentic shopping capabilities to its AI offerings.
Sources
Written with AI assistance from the sources above and reviewed by PromptifyLab before publishing. Spotted an error? Tell us and we will fix it.