Google has begun testing a new method that allows Indian consumers to directly purchase products from Flipkart under Walmart through Gemini and AI Mode. As this search giant seeks to expand its AI services from product discovery to the transaction process, this test is being advanced.

According to people familiar with the matter, and as observed in a practical experience by TechCrunch, on some Flipkart product lists that appear on Gemini and Google AI Mode, users will see a "Buy" button. Upon clicking it, users will be directly taken through the checkout process of Flipkart without having to leave the AI interface.

Informed sources told TechCrunch that this early-stage test is currently only available to a select group of users and a limited range of products, including smartphones, electronic goods, and mobile phone accessories. Other users will still only see the regular product list from Flipkart on Gemini and AI Mode, and will not be able to purchase directly through the AI interface.

One of the individuals familiar with the matter said that Google plans to launch this experience more broadly later in October in order to catch up with India's festival shopping season, which is one of the important shopping periods of the year.

This test comes at a time when Google and its competitors (including OpenAI) are constantly adding e-commerce capabilities to their respective AI products. They are striving to move beyond simply answering shopping questions and recommending products to taking on a more direct role in online purchases.

When asked about this test related to Flipkart, a Google spokesperson said to TechCrunch that the company "is always testing new features and experiences to help people find merchants more easily and establish connections with them." The spokesperson also added that the company conducts experiments regularly and has no more details to share at this time.

Google has also been independently developing related technologies, with the goal of allowing users to complete purchases through its AI service. Earlier this year, Google launched Universal Commerce Protocol (UCP, a general business agreement), which is an open standard designed to enable AI proxies to interact with retailers throughout the shopping process, including the checkout phase. At that time, Google stated that this technology would allow consumers to use Gemini and AI Mode to purchase eligible items through a checkout experience hosted by Google. Subsequently, Google expanded other capabilities for UCP, including allowing consumers to transfer items to retailers' websites to complete purchases.

The TechCrunch test that I've seen seems to be different from the "Google-hosted checkout experience" previously demonstrated by Gemini developer Google. After users click on the Buy button, they are presented with a checkout process that features the Flipkart brand. It's not yet clear what technology drives this test.

Earlier this month, Google stated that Flipkart was one of the merchants it collaborated with to bring its so-called “agentic” shopping experience to Indian consumers, but at that time, no details about this test were disclosed, nor was a timeline for its launch provided.

It is worth noting that in addition to the technical cooperation relationship, there is also a financial relationship between Google and Flipkart. In 2024, during a round of financing led by the American retailer Walmart, Google invested approximately $350 million in this e-commerce company and acquired a minority stake.

India has over 1 billion internet users, making it the second-largest internet market in the world. In this market, Flipkart and Amazon compete fiercely for online consumers. During India's festival season, as e-commerce companies launch some of the biggest promotions and discounts of the year, this competition intensifies further.

Currently, not all retail products displayed on Google's AI service offer the “Buy” option. In the experience observed in TechCrunch, lists of competitor products, including those from Amazon, appear alongside Flipkart products, but there is no option to purchase directly through the AI interface.

Flipkart did not reply immediately to the comment email.