Google has begun experimenting with a new feature in India that allows users to purchase products from Walmart-owned Flipkart directly through its Gemini and AI Mode. The test, currently limited to a select few users and a few categories, could mark a significant step in integrating AI into the buying experience.

The initiative comes as tech giants globally seek to extend their AI capabilities beyond mere product recommendations into actual transactions. Google plans to roll out the feature more widely in October, just in time for the festive shopping season in India.

While the initiative is still in its early stages, it highlights Google's ongoing efforts to build technology that can facilitate purchases through AI services. Earlier this year, the company introduced the Universal Commerce Protocol (UCP), designed to enable seamless interactions between AI and retailers across the entire shopping journey.

For now, the 'Buy' button is not available for all retailers surfaced by Google's AI services. Flipkart is a key partner for Google in India, with the tech giant having invested around $350 million in the e-commerce company. This financial relationship adds a layer of complexity to the partnership.

The competition between Flipkart and Amazon in India's bustling e-commerce market is fierce, with both companies rolling out aggressive sales and promotions during the festive season. For Google, this could be a strategic move to deepen its presence in the Indian market.