Google tests AI purchases from Flipkart in 600M-user market

Google has begun a limited test that lets users buy items from Walmart‑owned Flipkart through its Gemini AI and AI Mode in India. The trial, launched this week, is available to a small group of shoppers and covers a handful of product categories. Google plans to roll out the feature more widely later in October, after it gathers data on how people use the new buying flow.

The move signals Google’s push into e‑commerce, a market where Amazon and Flipkart dominate. By embedding Gemini, Google’s conversational AI, into the shopping experience, the company hopes to make it easier for consumers to find, compare and purchase products without leaving Google’s ecosystem. The partnership with Flipkart gives Google a foothold in India’s largest online market, which had 600 million internet users last year and saw e‑commerce sales grow 20 % year‑on‑year. Google has already launched AI‑powered search and shopping tools, and the new feature builds on those capabilities.

During the test, shoppers can ask Gemini questions about product details, availability and price, then complete the purchase directly in the chat. Early reports suggest the feature works best with electronics, fashion and home goods, but Google plans to add more categories as the rollout expands. Industry analysts view the trial as a strategic bid to challenge Amazon’s dominance, while regulators may watch for data‑sharing and competition concerns. Google’s investment in India’s tech scene, including a recent partnership with Flipkart’s parent Walmart, underpins the experiment.

If the trial succeeds, Google could integrate the buying flow with Google Pay and other services, creating a seamless end‑to‑end experience. The broader rollout in October will test how many users adopt the new mode and whether it can drive sales for Flipkart sellers. The outcome could reshape online shopping habits and intensify competition in India’s fast‑growing e‑commerce market, affecting both consumers and merchants.