Google tests buying from Walmart-owned Flipkart in India

Google has initiated testing to allow shoppers in India to purchase products from Walmart-owned Flipkart directly through Gemini and AI Mode. This move marks a strategic shift for the search giant as it expands its artificial intelligence services from simple product discovery into direct e-commerce transactions.

According to sources, this early trial is currently restricted to a limited group of users and a small inventory of products, including smartphones, consumer electronics, and mobile accessories. Other users interacting with Gemini and AI Mode continue to see standard product listings from Flipkart without the capability to complete purchases directly within the AI interface.

One of the sources noted that Google intends to roll out this direct-purchase experience more widely later in October, strategically timing it ahead of India's major festive shopping season. This development mirrors moves by competitors like OpenAI, who are actively integrating commerce features into their AI products to influence online purchases directly rather than just offering recommendations.

"Always testing new features and experiences to help people discover and connect with businesses more easily."

Google spokesperson

Stock photo for illustration only, not from the actual event

Regarding the underlying technology, Google introduced the Universal Commerce Protocol (UCP) earlier this year as an open standard enabling AI agents to interact with retailers throughout the shopping journey, including checkout via a Google-hosted experience. However, the Flipkart trial observed by TechCrunch appears distinct, triggering a Flipkart-branded checkout flow upon tapping the Buy button, though the exact technology powering it remains undisclosed.