Shopping Inside Gemini: Google and Walmart Make a Big Agentic AI Move

Intermediate | February 4, 2026

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Shopping inside Gemini Becomes Real at NRF 2026

At NRF 2026 (one of the biggest retail events of the year in New York), Walmart and Google announced a partnership that brings Walmart’s shopping experience directly into Google’s Gemini assistant. The basic idea is simple: instead of jumping between apps and websites, you can discover items, build a cart, and check out inside Gemini. (Walmart Corporate)

What “Agentic Commerce” Means (In Plain English)

Forbes described this as a bet on “agentic commerce”—where an AI assistant doesn’t just recommend products, but helps you complete the whole task. In other words, you tell Gemini what you want (“running shoes under $100” or “snacks for a kid’s birthday party”), and the assistant can help you research, compare options, and move toward purchase. (Forbes)

The Tech Under the Hood: A New “Commerce Protocol”

Google also announced a framework called the Universal Commerce Protocol (UCP) to support this kind of shopping flow. The goal is to let AI assistants connect to product listings and complete checkout steps more smoothly. TechCrunch reported that the system ties into tools like Google Pay and saved shipping details in Google Wallet, aiming to make checkout feel more like a conversation than a form-filling marathon. (TechCrunch)

Why Walmart Is Doing This Now

Walmart has a clear incentive: if AI assistants become the new “front door” for shopping, Walmart wants to be inside the assistant, not outside it. Axios noted that Walmart wants to move beyond simple recommendations and bring checkout directly into Gemini, letting customers buy without leaving chat. That could reduce friction, keep shoppers moving, and potentially increase conversion—especially for routine purchases. (Axios)

What This Could Change for Brands and Retailers

If shopping inside Gemini grows, it could change how products get discovered. Instead of seeing a page full of ads and sponsored results, shoppers may see a smaller set of AI-chosen options. That raises a big business question: Who controls the digital shelf when the “shelf” is an AI answer? The Financial Times reported that retailers and tech companies are excited—but also cautious—because agentic shopping could reshape advertising, trust, and fraud risks. (Financial Times)

Why This Story Matters

This partnership is a strong signal that AI assistants are moving from “chat” to action. For consumers, it could mean fewer clicks and faster checkout. For companies, it’s a race to become the default option inside the assistant. If the experience works well and feels trustworthy, shopping inside Gemini could become a normal habit—like searching Google became a habit years ago.

Vocabulary

partnership (noun) – a business relationship where two organizations work together.
Example: The partnership brings Walmart shopping into Google’s Gemini assistant.
assistant (noun) – a tool that helps you complete tasks.
Example: Gemini is an AI assistant that can help users research and shop.
agentic (adjective) – able to take actions to complete tasks, not just give suggestions.
Example: Agentic AI can help move from research to checkout.
protocol (noun) – a set of rules that helps systems communicate.
Example: Google introduced a protocol to support agent-based shopping.
checkout (noun/verb) – the step where you pay and complete a purchase.
Example: The plan is to let users check out inside Gemini.
friction (noun) – small problems that slow a process down.
Example: Walmart wants to reduce friction in online shopping.
conversion (noun) – when a visitor becomes a buyer.
Example: A smoother experience can improve conversion rates.
listing (noun) – a product entry with details like price and options.
Example: The AI may pull information from product listings.
fraud (noun) – dishonest activity to steal money or data.
Example: Companies worry about fraud risks in automated shopping.
default (adjective) – the standard option people use automatically.
Example: Brands want to become the default choice inside AI assistants.

Discussion Questions (About the Article)

What did Walmart and Google announce at NRF 2026?
What does “agentic commerce” mean in simple terms?
How does Google’s Universal Commerce Protocol connect to checkout?
Why does Walmart want to be “inside the assistant”?
What is one major risk or concern mentioned in the coverage?

Discussion Questions (About the Topic)

Would you trust an AI assistant to buy things for you? Why or why not?
What kinds of purchases are safest for agentic shopping (groceries, electronics, travel, etc.)?
How might AI shopping change online advertising and sponsored search?
What rules should exist to protect users from mistakes and fraud?
How could this change the work of marketers, retailers, or product managers?

Related Idiom

“Cut out the middleman” – remove an extra step, person, or company in a process.

Example: Shopping inside Gemini could cut out the middleman by skipping multiple apps and websites.

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This article was inspired by:

Forbes, Walmart Corporate, TechCrunch, Axios, Financial Times