Google has added Gap Inc. brands — Gap, Banana Republic, and Athleta — to its Gemini-powered in-chat shopping feature, joining Walmart and Target as retail partners. The feature allows users to complete purchases directly inside a Gemini conversation using Google Pay, without leaving the chat interface.
The system runs on Google's Universal Commerce Protocol, which connects Gemini to retailer inventory and checkout systems. Retailers handle fulfillment and shipping independently. Users browse, select, and pay through the chat window while the transaction is processed on the retailer's backend.
The announcement comes as both Google and OpenAI are building shopping capabilities into their AI platforms. OpenAI has been separately developing purchase and product-recommendation features within ChatGPT. Neither company has disclosed transaction volume or revenue figures from their respective commerce efforts.
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