In India, some people looking for a phone through Gemini or Google’s AI Mode now see a Flipkart “Buy” button before opening the retailer’s app. TechCrunch reports that the limited test sends selected Flipkart listings to a Flipkart-branded checkout. Amazon products can appear beside them without the same purchase option. Google confirmed it is testing ways to help people discover businesses, but has not announced a wider release. The recommendation and the first step toward payment now share one interface, even though the retailer still handles checkout.

The design puts Google between a person’s request and a retailer’s checkout, giving the search company influence over which products appear ready to buy. Google invested about $350 million in Flipkart in 2024, a financial tie that predates the test. The report does not explain how eligible listings are selected. A conversational answer can sound like personal advice while the screen arranges commercial offers. When an assistant becomes the first shop window, its ordering shapes what shoppers compare before opening a store. Amazon listings can appear beside Flipkart’s, but only some Flipkart products get the one-tap checkout; shoppers still have to check the seller, total price, and terms in Flipkart’s checkout.