What is the story about?
Shopping on the internet has already evolved from search bars to social feeds. Now, it may be entering its next phase, where conversations themselves become storefronts. In a first-of-its-kind move for a major fashion retailer, Gap is preparing to bring checkout directly into an AI chatbot, signalling a shift in how consumers could discover and purchase products.
The company’s latest experiment involves integrating its shopping experience into Google Gemini, allowing users not just to browse but also complete purchases within the chat interface itself. The idea is simple in theory but significant in practice: removing the need to switch between apps or websites, and instead turning a single conversation into the entire shopping journey.
While AI-powered product discovery has been gaining traction, turning that interest into actual transactions remains a challenge. Gap’s move suggests the industry is now ready to test whether users are willing to go one step further and trust AI platforms with the final purchase.
Gap’s partnership with Google comes at a time when the race to dominate AI-driven commerce is intensifying. Other players, including OpenAI, have explored similar ideas through partnerships with retailers such as Walmart and Etsy, but have yet to fully roll out in-app checkout experiences.
One of the key differences lies in how these systems are built. Gap is leveraging what is known as the “Universal Commerce Protocol” on Gemini, which is designed to give merchants greater control over the shopping experience.
In contrast, OpenAI’s approach has focused more on discovery through its “Agentic Commerce Protocol”, rather than completing transactions.
Gemini also appears to have certain functional advantages. Google has introduced updates that allow access to real-time product data, helping users avoid issues such as incorrect pricing or items being out of stock.
The platform also supports features like adding multiple products to a cart and, in some cases, linking loyalty memberships, areas where competing systems are still evolving.
That said, the broader challenge remains user trust. While interest in AI-assisted shopping is growing, it still represents a small fraction of overall e-commerce activity. Many consumers remain cautious about entering payment details into AI platforms, particularly newer ones.
This is where Google may hold an edge. Given its long-standing role in online services and existing payment infrastructure, some users may feel more comfortable completing transactions within Gemini compared to newer platforms.
Still, the space is far from settled. As one executive noted in comments reported by CNBC, the landscape is evolving rapidly, and companies are still experimenting to understand what works. “This space is moving so quickly ... We’re all evolving and learning together, and who knows what the space will look like in five years, who will be crowned the victor, or how fragmented the space will be?” the executive said.
While Gap’s in-chat checkout marks a significant step forward, the rollout is expected to be gradual. The company is testing how consumers interact with AI-driven shopping and whether they are comfortable completing transactions within a conversational interface.
For now, the focus appears to be on meeting users where they already are, rather than forcing a shift in behaviour. As the same executive told CNBC, working across multiple AI platforms remains key as the technology continues to evolve.
Whether in-chat checkout becomes the norm or remains a niche feature will depend largely on user adoption. But with Gap taking the first step, the experiment is now underway.
The company’s latest experiment involves integrating its shopping experience into Google Gemini, allowing users not just to browse but also complete purchases within the chat interface itself. The idea is simple in theory but significant in practice: removing the need to switch between apps or websites, and instead turning a single conversation into the entire shopping journey.
While AI-powered product discovery has been gaining traction, turning that interest into actual transactions remains a challenge. Gap’s move suggests the industry is now ready to test whether users are willing to go one step further and trust AI platforms with the final purchase.
Gap partners with Google Gemini
Gap’s partnership with Google comes at a time when the race to dominate AI-driven commerce is intensifying. Other players, including OpenAI, have explored similar ideas through partnerships with retailers such as Walmart and Etsy, but have yet to fully roll out in-app checkout experiences.
One of the key differences lies in how these systems are built. Gap is leveraging what is known as the “Universal Commerce Protocol” on Gemini, which is designed to give merchants greater control over the shopping experience.
In contrast, OpenAI’s approach has focused more on discovery through its “Agentic Commerce Protocol”, rather than completing transactions.
Gemini also appears to have certain functional advantages. Google has introduced updates that allow access to real-time product data, helping users avoid issues such as incorrect pricing or items being out of stock.
The platform also supports features like adding multiple products to a cart and, in some cases, linking loyalty memberships, areas where competing systems are still evolving.
That said, the broader challenge remains user trust. While interest in AI-assisted shopping is growing, it still represents a small fraction of overall e-commerce activity. Many consumers remain cautious about entering payment details into AI platforms, particularly newer ones.
This is where Google may hold an edge. Given its long-standing role in online services and existing payment infrastructure, some users may feel more comfortable completing transactions within Gemini compared to newer platforms.
Still, the space is far from settled. As one executive noted in comments reported by CNBC, the landscape is evolving rapidly, and companies are still experimenting to understand what works. “This space is moving so quickly ... We’re all evolving and learning together, and who knows what the space will look like in five years, who will be crowned the victor, or how fragmented the space will be?” the executive said.
Launch timeline
While Gap’s in-chat checkout marks a significant step forward, the rollout is expected to be gradual. The company is testing how consumers interact with AI-driven shopping and whether they are comfortable completing transactions within a conversational interface.
For now, the focus appears to be on meeting users where they already are, rather than forcing a shift in behaviour. As the same executive told CNBC, working across multiple AI platforms remains key as the technology continues to evolve.
Whether in-chat checkout becomes the norm or remains a niche feature will depend largely on user adoption. But with Gap taking the first step, the experiment is now underway.
