Google adds a Buy button for Flipkart listings inside Gemini and AI Mode

Google has started testing a way for shoppers in India to buy products from Flipkart without leaving its Gemini app or AI Mode search feature, according to people familiar with the matter cited by TechCrunch. Some users now see a “Buy” button on select Flipkart product listings that leads directly to a Flipkart checkout screen inside the AI interface.

The test is limited. It covers only a subset of users and a narrow range of products, including smartphones, other electronics and mobile accessories, TechCrunch reported. Most Flipkart listings that still appear in Gemini and AI Mode show up as regular product results, with no option to buy on the spot. Google plans to widen the test in October, ahead of India’s festive shopping season, one person told TechCrunch — a period when Flipkart and rival Amazon run their biggest sales of the year. A Google spokesperson said the company is “always testing new features and experiences to help people discover and connect with businesses more easily,” and declined to share further details.

A financial tie behind the technology

Google and Flipkart already have ties beyond this test. Google put about $350 million into Flipkart in 2024, part of a funding round led by Walmart, which owns Flipkart and holds a minority stake as a result. Earlier this month, Google named Flipkart as one of the merchants working with it on what it calls “agentic” shopping, meaning AI that can complete a purchase, not just answer questions about one.

The checkout flow TechCrunch saw during the test opens a Flipkart-branded page, which appears different from the Google-hosted checkout Google demonstrated earlier this year for its Universal Commerce Protocol, a standard meant to let AI handle purchases directly. It is not clear what technology powers the Flipkart test itself. The move fits a broader pattern: Google and rivals such as OpenAI have been adding shopping features to their AI products, moving from answering questions about items toward completing the purchase. In the version of the test TechCrunch saw, listings from other retailers, including Amazon, still appeared next to Flipkart’s in Gemini and AI Mode, but without a buy option.

Flipkart did not respond to a request for comment. Google has not said which additional product categories, or how many users, will get the Buy button once the wider rollout begins in October, so the scale of the change ahead of the festive season is not yet confirmed. Whether Google extends the same in-app checkout to other Indian retailers, or keeps it exclusive to Flipkart, is also worth watching once the test expands.