Google’s “agentic” shopping means that AI does not just make suggestions, but can do the steps for you – from finding the item to completing the purchase with your approval. The new agentic checkout in Search (and in AI Mode) combines Gemini models with the Shopping Graph, offers comparison tables, price tracking and – when you set the rules – can automatically complete payments via Google Pay at supported merchants. Also called “Let Google Call”: AI calls a local store on your behalf, asks about availability and discounts, and introduces itself as AI. First integrations with retailers in the US (Wayfair, Chewy, Quince and part of Shopify), and expansion is announced “soon”.
How to use it in practice:
In Google, you describe what you are looking for (eg “warm winter jacket up to €120”), AI Mode compiles a short list with key specifications and reviews, shows a comparison table and includes price tracking. When the criteria falls (e.g. below €120), you receive a notification and, if you have allowed, the agent fills in the shopping cart and information himself and asks for your final “OK” for payment. If the product is out of stock, Google’s vision of “agent store” is for your agent to contact other merchants and complete the order without you scrolling through ten tabs.
Every year, holidays increasingly start to include AI. Retail Dive notes that a third of shoppers plan to use AI during holiday shopping, and other research indicates that more than half of shoppers want AI for price comparison and recommendations, with Gen Z and Millennials leading the way in adoption. In recent surveys, 74% of respondents say that they trust AI recommendations almost like a friend, and more than 80% plan to use it this season.
Regarding the fear of protecting privacy, data, and ultimately, your money, Google points out that the agent checkout is opt-in (you turn it on), that it is clearly revealed to stores that it is calling AI, and you confirm the purchase at any time before paying. If you do not want to automate the action, you can still only use recommendations, comparisons and price tracking, without completing the purchase from the agent.
The new agent features are currently being rolled out in the US and are tied to supported merchants. AI Mode, comparisons and price tracking in Search are available more widely, but automatic checkout and AI calls are region and partner dependent – Google states that “new merchants and markets are coming soon”. If you use a Google account from Croatia, you will see part of the options immediately (AI comparisons/tracking), and for the agent checkout, you will see the official expansion.
See how Google agents work:
So, it looks like this holiday season AI can be an assistant who collects offers, an advisor who compares models and – where supported – an executor who makes a purchase at your beck and call. And the trend is clear: more and more customers moreć uses AI to save time and money, while Google pushes and agent checkout tries from search to automatic purchase in one step.