TL;DR
Google said it will add commerce features to Gemini and is launching an open-source shopping standard developed with major retailers. The move positions Google in a broader contest with OpenAI, Amazon, Perplexity and others over AI-driven shopping.
What happened
Over the weekend Google revealed plans to turn Gemini into a merchant and to introduce an open-source standard for AI-enabled shopping. The company said the standard was developed alongside major retail partners, with Shopify, Walmart and Target named in reporting. The announcements aim to bring direct purchase options—commonly referenced as 'buy buttons'—into Gemini and AI search experiences. Google framed the changes as part of an effort to shape commerce inside AI systems; the reporting situates the move amid a widening competitive landscape that includes OpenAI, Amazon and Perplexity jockeying for influence in AI-powered shopping. Further technical details, rollout timing, and how integrations with existing retail systems will work are not confirmed in the source.
Why it matters
- Integrates shopping directly into AI assistants, which could shift where consumers discover and buy products.
- An open-source standard co-developed with big retailers could influence how multiple platforms implement commerce features.
- The announcement signals intensifying competition among major AI and e-commerce players for control of AI-driven purchase flows.
- Changes to AI search and assistant behavior around commerce may affect merchants, marketplaces, and advertising models.
Key facts
- Google announced plans to turn Gemini into a merchant.
- Google said it is launching an open-source standard for AI shopping.
- The standard was developed with major retailers, including Shopify, Walmart and Target.
- The move was reported over the weekend (source publication date 2026-01-12).
- Reporting frames the announcement as part of an expanding AI-powered shopping ecosystem.
- Competitors mentioned in the reporting include OpenAI, Amazon and Perplexity.
- Specific rollout dates, technical specs and merchant requirements are not detailed in the source.
What to watch next
- How broadly retailers and platforms adopt the new open-source standard — not confirmed in the source.
- How competitors such as OpenAI, Amazon and Perplexity respond or update their shopping features — not confirmed in the source.
- Potential regulatory or industry reactions tied to integrating buying into AI search experiences — not confirmed in the source.
Quick glossary
- Gemini: Google's family of large language models and AI assistant technologies.
- Buy button: A user interface element that enables a customer to purchase a product directly from a platform or service.
- Open-source standard: A publicly available specification that others can inspect, implement and adapt without proprietary restrictions.
- AI-powered shopping ecosystem: A network of services and platforms that use AI to assist users in product discovery, comparison and purchasing.
Reader FAQ
What exactly did Google announce?
Google said it will turn Gemini into a merchant and is launching an open-source shopping standard developed with major retailers.
Which retailers were involved in the new standard?
The reporting names Shopify, Walmart and Target as participants.
When will the buy buttons and standard roll out?
Not confirmed in the source.
Will this change how Google Search displays shopping results?
Not confirmed in the source.
Google turned up the heat in the AI shopping wars this weekend, announcing plans to turn Gemini into a merchant and launching an open-source standard built together with major retailers…
Sources
- Google brings buy buttons to Gemini and AI search
- Google expands AI-assisted shopping features of Gemini
- Google launches Universal Commerce Protocol, bets on AI …
- Gemini app and Google AI Mode adding product checkout
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