Google is done letting AI chatbots stop at recommendations. Now, it wants them to close the deal.
At the National Retail Federation conference in New York, Google announced a major expansion of shopping features inside its Gemini AI chatbot, partnering with Walmart, Shopify, Wayfair, and other retailers to enable in-chat purchasing with instant checkout.
The pitch is simple but ambitious: ask Gemini what you need, get product suggestions, and buy — all without leaving the conversation.
From AI Assistant to AI Storefront
Until now, most AI chatbots acted like smart search engines. Gemini’s update pushes it closer to becoming a digital storefront.
If a user asks for ski gear, home furniture, or electronics, Gemini will surface items from participating retailers. When a shopper decides to buy, checkout happens directly inside the chat using saved payment methods linked to their Google account. Google says support for PayPal and additional payment providers will roll out soon.
This shift matters because it collapses discovery, decision-making, and purchase into a single interface — something retailers have chased for years.
Why Walmart Is the Centerpiece
Walmart’s involvement signals how serious this move is.
Customers who connect their Walmart and Google accounts will see recommendations shaped by past purchases. Items bought through Gemini can also be merged into existing Walmart or Sam’s Club online carts, blending AI-driven shopping with traditional e-commerce flows.
John Furner, Walmart’s incoming CEO, described the goal as narrowing the distance between wanting something and actually owning it — a gap AI is increasingly positioned to close.
The AI Shopping Arms Race Accelerates
Google is not alone in this push.
OpenAI rolled out instant checkout in ChatGPT ahead of the holiday shopping season, including its own partnership with Walmart. Amazon continues to test AI-driven buying tools across its ecosystem.
What’s changed recently is urgency. Tech companies no longer want AI to just answer questions — they want it to drive transactions.
According to Salesforce, AI influenced roughly $272 billion, or about 20% of global retail sales during the most recent holiday season. That figure helps explain why conversational commerce is moving from experiment to priority.
Convenience vs. Control
Despite the push toward automation, companies are treading carefully.
Shopify CEO Tobi Lütke said shoppers like the idea of a “personal shopper” powered by AI — as long as they remain in control. The final purchase decision, he emphasized, still belongs to the human.
Payments executives echoed that sentiment. AI agents may guide buying decisions, but fully autonomous purchasing is still limited by trust, regulation, and consumer comfort.
More Than Just Shopping
The Gemini announcement was part of a broader retail-tech push.
Google CEO Sundar Pichai and Walmart also revealed plans to expand drone delivery through Wing, aiming to reach 270 Walmart locations across the U.S. by 2027. Faster delivery and faster checkout, it seems, are converging.
Why This Matters
If Gemini’s shopping tools take off, they could quietly reshape how people buy things online.
Search becomes conversation. Browsing becomes intent. And the AI interface — not the retailer’s website — becomes the front door to commerce.
For Google, it’s a high-stakes bet to stay competitive in an AI landscape where owning the checkout may matter more than owning the search box.
Gemini isn’t just answering questions anymore. It’s asking one back — “Ready to buy?”