On January 11, 2026, Target and Walmart unveiled significant integrations enabling consumers to browse and purchase products using Google’s Gemini app and AI Mode in Search. These developments leverage the Universal Commerce Protocol, co-developed by the retailers and Google, to facilitate seamless transactions in what’s termed agentic commerce. Target allows users to explore its inventory through conversational queries, while Walmart integrates product offerings from its own stores and Sam’s Club, providing personalized recommendations based on customer purchase history. Both retailers prioritize a streamlined shopping experience, with Walmart offering fast delivery options. This initiative positions Target and Walmart as early adopters in the evolving retail landscape, emphasizing the importance of AI in consumer interactions. With further international expansion planned, these integrations may redefine traditional e-commerce, shifting the focus from keyword-based discovery to enhanced personalized product recommendations, ultimately improving conversion rates and engagement in digital retail environments.
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