Google is testing a direct Flipkart purchase option inside Gemini for a small set of Indian users. This pushes product checkout deep into Google's AI interface, echoing OpenAI's scrapped attempt last year. Whether Google avoids the 4% commission OpenAI tried to levy will decide merchant adoption.
How We Got Here
Google introduced its Universal Commerce Protocol (UCP) in January 2026, with Flipkart backing the open standard. This follows OpenAI's Agentic Commerce Protocol launch in September 2025, which attempted similar in-AI checkout for US Etsy sellers.
The Numbers
- Some users saw a 'Buy' button on specific Flipkart listings, opening a checkout flow inside Gemini.
- Amazon listings were visible but did not offer a direct purchase option within Google's AI interface.
- The public launch of this feature is potentially timed for Flipkart's Big Billion Days, which begins October 9th.
- OpenAI scaled back its Agentic Commerce Protocol in March, citing few merchants and users primarily researching, not buying.
What Happens Next
🇮🇳 Why This Matters for India
For Bangalore product managers building marketplace experiences, this test reveals Google's intent to own the full commerce funnel, not just discovery.
The Take
Google can't just fix the tech; it must make a compelling commercial case for merchants and reduce user friction better than OpenAI did. This means either no commission, or a truly superior conversion funnel that justifies extra cost.
Source:
MediaNama ↗