Google pilots AI‑driven purchases on Flipkart in India

Google is quietly rolling out a trial that lets users in India complete purchases from Flipkart, the Walmart‑backed e‑commerce platform, directly through its Search interface. The experiment, which TechCrunch reported, relies on the company’s Gemini large‑language model and the newer AI Mode feature that turns search queries into conversational experiences. Only a handful of products and a small user cohort are currently included, but the tech giant says a broader deployment is expected later in October.

The test integrates Gemini’s natural‑language capabilities with a checkout flow that bypasses traditional shopping apps. When a shopper asks Google about a product, the AI Mode response can present Flipkart listings, price details, and a “Buy now” button that completes the transaction within the search window. This approach mirrors Google’s earlier efforts to embed shopping directly into Search, aiming to keep users on its platform rather than redirecting them to third‑party sites.

Walmart’s 2018 acquisition of a controlling stake in Flipkart gave the retailer a foothold in India’s fast‑growing online market. Flipkart now competes head‑to‑head with Amazon India, and its partnership with Google could reshape how Indian consumers discover and purchase goods online. By leveraging Gemini, Google hopes to offer a more intuitive, voice‑friendly shopping experience that aligns with the country’s rising mobile‑first usage patterns.

Industry analysts note that the move reflects a broader trend of search engines evolving into commerce hubs. Google’s AI Mode, first introduced in the U.S. earlier this year, has been expanded to other markets as the company tests monetisation pathways beyond advertising. If the Indian pilot succeeds, it could accelerate similar integrations in other regions, potentially challenging Amazon’s dominance in e‑commerce search.

The limited rollout will allow Google to gather data on conversion rates, user satisfaction, and any friction points in the checkout process. Should the metrics prove favorable, the company plans to open the feature to a wider audience in October, potentially adding more product categories and deeper integration with Flipkart’s inventory.

For shoppers, the test promises a smoother path from inquiry to purchase, while for retailers it offers a new channel to reach customers without the need for separate advertising spend. The outcome could influence how major platforms blend AI, search, and commerce in the years ahead.