Universal Cart lets US users buy products directly from Search and the Gemini app, moving Google further into transactional AI.
Google's Universal Cart shopping tool is now live across the US in both Search and the Gemini app, letting users add items to a cart and complete purchases without leaving Google's interfaces. This extends Google's AI shopping push beyond product discovery into actual transaction flow.
The launch puts Google in more direct competition with Amazon and retailers' own checkout funnels, using AI assistance as the entry point rather than a traditional search results page.
Every transaction that happens inside Google's interface is a transaction retailers don't fully control, including data, margin, and customer relationship. Brands need to decide now whether to optimize for Universal Cart visibility or risk being disintermediated the way they were by shopping ads.
The daily signal, curated. Get it in your inbox.
Subscribe on LinkedIn →