Google is reportedly testing a new way for users in India to shop through its AI services, allowing selected Flipkart products to be purchased without leaving Gemini or AI Mode in Google Search.
As part of the early test, some Flipkart listings shown in Gemini and AI Mode feature a ‘Buy’ button. Selecting it opens a Flipkart-branded checkout experience within the AI interface itself.
The test is currently limited to some users and a small product catalogue covering smartphones, electronics and mobile accessories. A wider rollout is reportedly planned for October, ahead of India’s festive shopping season.
The move could support Google’s broader effort to take its AI services beyond product discovery and recommendations toward completing transactions directly within Gemini.
Other technology companies, including OpenAI and Meta, are also developing shopping and commerce features for their AI platforms. AI agents are helping accelerate the shift from answering shopping questions to actively supporting purchases, as companies explore ways to generate revenue from AI.
However, the commercial potential of AI agents also depends on their access to websites and online services. Amazon recently blocked Meta’s personal AI agent ‘Muse’ from accessing its shopping platform, citing privacy and security concerns.
Google said it is “always testing new features and experiences to help people discover and connect with businesses more easily.” The company regularly conducts experiments and said it had no further details to share.
YouTube expands shopping tools in India
Alphabet-owned YouTube has also announced new AI, shopping and personalised features. Its Ask YouTube tool will support shopping questions and follow-ups, including product comparison tables and voice commands for TV users.
YouTube is also expanding its creator-focused shopping affiliate programme with Amazon in India. AJIO, Meesho, Snapdeal and Tata CLiQ are set to join as new partners.
Creators in India and Brazil will soon be able to tag Amazon products in videos, while product tags will show localised offers across markets.
More than 450 million YouTube users in India search for shopping-related content. Shopping-related watch time in India has increased 55% year-over-year. Globally, such watch time crossed 40 billion hours in 2025, while GMV grew 13 times in 2 years.
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