Google is testing a Buy button for select Flipkart products in Gemini and AI Mode in India. In the experience seen by TechCrunch, tapping it opens a Flipkart-branded checkout without leaving the AI interface. The test reaches only some users and a small group of products, including phones, electronics, and accessories.
Other users still see ordinary Flipkart listings without the Buy button. TechCrunch reports that Google plans a broader rollout later in October, citing a person familiar with the test. Google confirmed only that it regularly tests new ways to connect people with businesses and gave no rollout details. Flipkart did not respond to TechCrunch’s request for comment.
A retailer-branded checkout inside Google’s interface
The screen matters because it differs from the checkout Google described when it introduced the Universal Commerce Protocol in January. That pitch placed a Buy button on Google surfaces and used Google Pay to complete a purchase within the conversation. Google said the retailer would remain the merchant of record.
In May, Google described a second path: shoppers could transfer items to a merchant’s site to finish buying. The Flipkart test appears to sit between those visible experiences. The shopper remains in Gemini or AI Mode, but the checkout carries Flipkart’s branding. TechCrunch says the technology behind this test is unknown, so the screen does not establish whether it uses UCP or another integration.
Google had named Flipkart as an India shopping partner earlier this month, according to TechCrunch. The outlet also reports that Google invested about $350 million in Flipkart in 2024. In the test TechCrunch saw, Amazon products appeared beside Flipkart listings without the same in-interface Buy option.
