Google has started testing a way for shoppers in India to buy products from Walmart-owned Flipkart directly through Gemini and AI Mode. Users in the test see a “Buy” button on select Flipkart product listings, which takes them to a Flipkart-branded checkout flow without leaving the AI interface, according to people familiar with the matter and an experience seen by TechCrunch. The early test is limited to some users and a small selection of products, including smartphones, electronics, and mobile accessories. Other users continue to see regular Flipkart listings without the direct purchase option. Google plans to roll out the experience more broadly later in October, ahead of India’s festive shopping season.

The test comes as Google and rivals such as OpenAI are adding commerce capabilities to their AI offerings, moving beyond answering shopping queries and recommending products to playing a more direct role in online purchases. A Google spokesperson told TechCrunch that the company is “always testing new features and experiences to help people discover and connect with businesses more easily,” and had no further details to share.

Separately, Google earlier this year introduced the Universal Commerce Protocol (UCP) as an open standard designed to let AI agents interact with retailers across the shopping journey, including checkout. Google said the technology would allow shoppers to buy eligible products through Gemini and AI Mode using a Google-hosted checkout experience. The company has since expanded UCP to allow shoppers to transfer items to a retailer’s site to complete a purchase. The Flipkart test seen by TechCrunch appears different from the Google-hosted checkout experience: it brings up a Flipkart-branded checkout when a user taps Buy. It is not clear what technology powers the test.

Earlier this month, Google said Flipkart was among the merchants partnering with it to bring what it calls “agentic” shopping experiences to consumers in India, but it had not disclosed details of the test or its rollout timeline. Google also has a financial relationship with Flipkart, having invested about $350 million in the e-commerce company in 2024 as part of a funding round led by Walmart, taking a minority stake. India is the world’s second-largest internet market with more than a billion internet subscribers, and Flipkart and Amazon compete fiercely for online shoppers, especially during the festive season. For now, the Buy option is not appearing across all retailers surfaced by Google’s AI services. In the experience seen, listings from Amazon appeared alongside Flipkart products but did not offer the option to purchase directly through the AI interface. Flipkart did not immediately respond to an email requesting comment.