Google tests a Buy button for Flipkart products inside Gemini in India

Google is letting some shoppers in India buy Flipkart products directly inside Gemini and AI Mode in Search, TechCrunch reported after seeing the feature and speaking to people familiar with it. Some users see a Buy button on selected Flipkart listings that opens a Flipkart checkout without leaving the AI interface.

What is in the test

The trial covers a small group of users and a narrow range of products, mainly smartphones, electronics and accessories. A wider rollout is planned for later in October, before the festive season in India, when Flipkart and Amazon run their biggest sales of the year. In the version seen, Amazon listings appeared next to Flipkart's with no option to buy in place. Google said only that it constantly experiments with new features, and Flipkart did not comment.

The checkout is not the Google hosted flow the company showed when it launched the Universal Commerce Protocol in January, an open standard meant to let AI agents work with retailers all the way to payment. This one carries Flipkart's own branding, and the technology behind it has not been disclosed.

Not a neutral partner

Google has money in the outcome. It took a minority stake in Flipkart for about $350 million in 2024, in a round led by Walmart, which owns Flipkart, and it named Flipkart this month as a partner for agentic shopping in India. The move fits a wider race: Google, OpenAI and others are trying to turn assistants that recommend products into assistants that complete the sale, and India, whose internet subscriber base passes one billion, is one of the biggest prizes.

What we don't know yet

It is not known which merchants will get the Buy button at rollout, whether Amazon and smaller sellers will be offered it on the same terms, or whether Google takes a fee on each sale. It is also unclear whether the test runs on the Universal Commerce Protocol or on a custom integration.