Google Turns Gemini Into a Mall: New Agentic Shopping Features Launch with Walmart, Target, and More

Google has officially blurred the line between "searching" and "buying." On Sunday, at the National Retail Federation (NRF) convention, the tech giant announced a massive expansion of its Gemini chatbot, transforming it from a digital assistant into a fully functional "virtual merchant."

Through a new partnership with retail heavyweights including Walmart, Target, Shopify, and Wayfair, Gemini users in the U.S. can now browse live inventory and complete purchases instantly—without ever leaving the chat interface.

"Agentic Commerce" Arrives
The update marks Google’s aggressive entry into the era of "Agentic Commerce"—where AI doesn't just retrieve information but actively executes tasks on behalf of the user.

Universal Commerce Protocol (UCP): The system is built on a new open standard called UCP. This allows the AI to "talk" directly to retailer databases to verify stock, check prices, and process orders in real-time.

Instant Checkout: Previously, clicking a product in a search result redirected you to a retailer's website. Now, using stored payment credentials (via Google Pay), the transaction happens entirely within the Gemini window.

Personalized "Shelves": By linking their store accounts (e.g., a Walmart+ membership) to Gemini, users unlock a hyper-personalized experience. The AI can analyze past purchase history to recommend specific brands, size preferences, or complementary items (e.g., suggesting a specific type of batteries for a toy you just bought).

How It Works: The "Winter Ski Trip" Test
In a demonstration described by Google executives, the new system moves beyond simple keyword matching.

The Prompt: A user might ask, "I'm going on a ski trip in February. What gear do I need?"

The Agent in Action: Instead of a generic list of links, Gemini displays a shoppable carousel of items—jackets, goggles, thermal wear—sourced directly from partners like Target or Walmart.

The Purchase: The user can select items, ask specific questions ("Is this jacket waterproof enough for heavy snow?"), and say "Buy this for me." The AI handles the checkout, potentially even combining the item with an existing cart the user already started on the retailer's own site.

The War for the "Buy Button"
This move is widely seen as a defensive strike against Amazon and OpenAI.

The OpenAI Threat: In October 2025, OpenAI announced a similar partnership with Walmart, allowing ChatGPT users to buy products directly. Google’s announcement effectively neutralizes that exclusivity and expands the network to include Shopify’s massive ecosystem of independent merchants.

Amazon's Walled Garden: While Amazon dominates e-commerce, it largely blocks third-party AI agents to protect its ad business. Google is positioning itself as the "open" alternative, providing the infrastructure for every other retailer to compete with Amazon’s convenience.

Executive Perspectives
"The transition from traditional web search to agent-led commerce represents the next great evolution in retail," said John Furner, Walmart’s President and CEO, in a joint statement.

Google CEO Sundar Pichai emphasized that this is just the beginning of AI acting as a "doer." "We are moving from an era of people organizing information to an era of AI organizing action," Pichai noted.