Google’s Gemini AI Mode test on Flipkart: practical steps for Indian e‑commerce brands

TechCrunch reported that Google is 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 straight to a Flipkart checkout flow without leaving the AI interface.

The test is limited to a small selection of products – smartphones, electronics and mobile accessories – and to a subset of users. Google says it plans to roll the experience out more broadly later in October, ahead of the festive shopping season.

What the test suggests about Google’s commerce direction

This test suggests Google may be moving beyond pure product discovery toward enabling transactions within its AI experiences, according to industry observers. The company has already introduced the Universal Commerce Protocol (UCP) to let AI agents interact with retailers across the shopping journey.

The test uses a Flipkart‑branded checkout flow when a user taps the Buy button.

Implications for your product feed

If a Buy button appears for certain products, the quality of the underlying product feed becomes more important. While Google has not detailed the exact criteria, it is reasonable to assume that well‑structured data helps the AI surface eligible items.

Here are some practical feed‑optimisation actions you can take, framed as recommendations rather than proven requirements:

• Write concise, descriptive titles – clear titles are easier for AI to match to queries.
• Use high‑resolution images; better visuals generally improve shopper engagement.
• Keep stock and pricing information up to date – out‑of‑stock items are less likely to be eligible for a Buy button.
• Assign clear product categories (e.g., smartphones, accessories) that align with the test’s focus areas.
• Include accurate GTINs or brand identifiers where available to aid product matching.

Preparing your Google Ads campaigns

A well‑optimised Shopping campaign can feed the same product data that Gemini draws on, giving you a head start.

• Set up custom labels to segment high‑margin items you want to prioritise for the Buy flow.

The current Flipkart test uses a Flipkart‑branded checkout. Google may later use its own hosted checkout, which could affect feed requirements, according to industry speculation.

Measuring impact and iterating

Because the test is still in a pilot phase, historic benchmarks specific to India are not available. Treat early data as a signal rather than a definitive metric.

Suggested metrics to watch in your Google Ads dashboard include:

• Impression share in Gemini for eligible product categories.
• Click‑through rate (CTR) on listings that show the Buy button versus those that don’t.
• Conversion rate after a user clicks the Buy button and completes checkout on Flipkart.
• Any changes in average order value for products that appear with the Buy option.

If you notice a consistent uplift for certain attributes – for example, products with richer images or more detailed titles – consider reinforcing those signals across your catalogue. Conversely, if a product type consistently fails to appear with the Buy button, investigate inventory or data‑quality issues that might be causing exclusion.

What to do now

Our view is that early preparation will pay off when Google expands the Buy button more widely. Here’s a concrete next step:

• Schedule a feed audit with our Google Ads Management team. We’ll verify that titles, images, stock and pricing are all compliant and optimised for AI‑driven commerce.

Sources

• TechCrunch AI — Google tests buying from Walmart-owned Flipkart through Gemini and AI Mode in India