GoKawiilis features writer with five years of experience covering the companies that shape technology and the people who use their tools.
Google is going all in on AI-driven shopping even as some competitors back off.
At Google I/O, the company unveiled the latest iteration of its AI commerce tools: a “Universal Cart” that works across different retailers and Google products like Gemini — and eventually YouTube and Gmail, too. Users can add products to Google’s universal cart as they browse Search and chat with Gemini and then check out through Google. The cart will also track prices, provide in-stock notifications, suggest potential discounts, and alert shoppers to potential issues with their selections.
Despite the transformative changes AI has brought to the workplace, business, and culture, tech companies are still trying to make the case to the average person that AI can improve their lives or make tedious, unpleasant tasks easier. One place Google thinks that could be is shopping. In November, the company introduced a way for shoppers to dispatch an AI voice to call brick-and-mortar stores to ask about inventory; it also began rolling out a semi-automatic way for shoppers to have AI agents purchase items online on their behalf.
The Universal Cart attempts to corral people’s shopping habits into one place. People shop over the course of days, across different devices and accounts, says Vidhya Srinivasan, vice president and general manager of ads and commerce at Google.
“A lot of the ways I capture this is by having many, many, many tabs open and by syncing profiles and things like that. And it kind of works,” Srinivasan said in an exclusive briefing. “What the shopping cart does from a current problem perspective is it brings all of this together … It is a cart that’s going to be available wherever I am across Google properties.” A cart icon will be displayed next to a user’s profile picture.
The Universal Cart works across retailers and across Google surfaces.
Srinivasan envisions the cart almost like a personal shopper working in the background. The Universal Cart works across different retailers, including Sephora, Target, Wayfair, and Walmart, and eventually users will be able to add items to their cart from YouTube or when they see products in Gmail. Once a product is in the cart, users can get price-drop alerts, view price history, and be notified when an out-of-stock item is available again. Srinivasan says the cart — which runs on Gemini — can also alert a user to potential issues with their planned purchases. She gives the example of someone building their first PC choosing a motherboard and processor with incompatible sockets without realizing it; the cart would flag the discrepancy and warn the shopper of potential problems. Shoppers can also connect retailer loyalty programs and credit cards through Google Pay, and the Universal Cart will suggest payment methods and potential ways to save money. If a shopper wants to build a cart but doesn’t want to check out through Google, they can also transfer the contents of their cart to a retailer’s website and finish checkout there.
“The retailer might have other things they want to show the person when they land over there, and they can go deeper in other ways potentially,” Srinivasan says.
Agentic shopping is only possible — and helpful — with the buy-in from a variety of actors: search engines, retailers, payment processors, and so on. Participation from retailers is especially important, considering widespread adoption of agentic shopping could mean customers have little reason to actually visit a store’s website at all (we’ve been calling this “the Doordash problem” at The Verge). Amazon sued AI company Perplexity in November for allowing users to buy products through its Comet AI browser. OpenAI’s efforts at checkout features within ChatGPT were disappointing. As more shoppers use AI chatbots to research products to buy or get recommendations, getting surfaced in AI search platforms is becoming more and more urgent for retailers and brands, which are already tweaking their online presence to try to get chatbots to mention them.
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