September Google is testing a new artificial intelligence-powered shopping feature in India that could allow users to purchase selected Flipkart products directly through Gemini and Google’s AI Mode, moving the technology beyond product discovery and recommendations toward actual online transactions.

“Buy” Button Appears in Gemini

Under the limited experiment, some users can see a “Buy” button alongside eligible Flipkart product listings displayed within Gemini and AI Mode.

Selecting the button takes the shopper into a Flipkart-branded checkout process without requiring them to leave the AI interface and separately search for the product on Flipkart.

The trial is currently restricted to selected users and a limited selection of products, including smartphones, electronics and mobile accessories. Other users may continue to see Flipkart listings in Google’s AI services without the direct-purchase option.

Wider Rollout Reportedly Planned

According to reporting by TechCrunch, Google is planning a broader rollout of the experience in October, ahead of India’s major festive shopping season. However, the company has not publicly announced a full launch or provided a detailed rollout schedule.

Google told TechCrunch that it regularly tests new features designed to help people discover and connect with businesses, but did not provide further details about the experiment.

AI Moves From Search to Transactions

The test represents a broader change in how AI assistants could be used for online shopping.

Traditionally, users have relied on AI tools to compare products, understand specifications and identify potential purchases before visiting an e-commerce website. Google’s experiment attempts to shorten that process by allowing the user to move from AI-powered product discovery directly toward checkout.

This approach is part of Google’s wider push toward what it calls agentic commerce, where AI systems can participate in multiple stages of a shopping journey.

Universal Commerce Protocol

Google has also been developing the Universal Commerce Protocol (UCP), an open standard intended to allow AI agents and retailers to communicate across different parts of the shopping process, including product discovery and checkout.

Flipkart was previously identified by Google as one of the companies involved in developing agentic shopping experiences for Indian consumers.

The technology behind the current Flipkart test has not been fully disclosed, and the reported checkout experience appears to differ from Google’s earlier demonstration of a Google-hosted checkout system.

What It Could Mean for Online Shopping

If expanded, AI-based purchasing could reduce the number of steps between a shopper asking a question and completing an order.

For example, a user could ask Gemini to find a smartphone within a particular budget, compare available options and then purchase an eligible product without leaving the AI environment.

The current test remains limited, however, and it is not yet clear how widely Google will extend the feature or how many retailers will eventually participate.

The experiment also comes as major technology companies compete to make AI assistants more capable of completing real-world tasks rather than simply generating answers.