Fashion holding company Tapestry has announced it has integrated its Coach and Kate Spade brands into Google's AI shopping ecosystem, allowing customers in the US to purchase selected products directly from Google Search and the Gemini app without visiting a retailer's website.

When a user discovers an eligible Coach or Kate Spade product through Google's AI-powered services, a “buy” button appears within the conversation or search results.

Customers can then complete a single-item purchase using Google Pay, which the company said eliminates the need to navigate to an external ecommerce site.

The checkout experience is powered by the Universal Commerce Protocol (UCP), an open industry standard designed to support agentic commerce. Tapestry said the protocol provides flexibility to support future AI-powered shopping environments as consumer behaviour evolves.

According to the company, purchases remain under the customer's control, with every transaction requiring explicit approval through Google Pay before it is completed.

The initiative forms part of Tapestry's wider AI strategy, which it said aims to use AI to strengthen customer engagement, improve business capabilities and support operational transformation across the organisation.

The UCP-powered checkout service is available now in the US and Tapestry said it plans to expand the capability into additional international markets in the future.

Joanne Crevoiserat, chief executive of Tapestry, said: “Consumer behaviours are always evolving. At one time, discovery happened in a store window or a magazine. Then, it happened on social media. Now it's happening inside a conversation with AI.

“Our goal is for shoppers to find and engage with our brands at the moment when inspiration strikes, whether it be when a consumer passes by one of our stores, peruses our websites, or chats with AI.”

AI shopping is an emerging market, and one that is attracting interest from both merchants and AI model providers. In early September, Anthropic launched a blueprint for retailers building AI shopping and merchant agents on its Claude models, allowing merchants to integrate AI models into their websites or apps.

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