Google Expands Cart to Big Retailers

By Stephanie Brooks 09/06/2026 2 min read 4 views

Google is launching a new tool designed to simplify online shopping. The Universal Cart, revealed in May during Google I/O, lets users gather items from services like Search, Gemini, YouTube, and Gmail into one shared cart. It monitors price changes, alerts users about incompatible products, and offers alternatives. The feature will launch in the U.S. this summer for Search and Gemini, with YouTube and Gmail added later.

Functionality

Users can add products to the cart while exploring Search, chatting with Gemini, watching YouTube videos, or reading Gmail emails. Checkout options include Google Pay or transferring items to merchant sites. The company says the cart aims to make the often scattered process of shopping across platforms easier.

Suresh Ganapathy, a senior director at Google, noted in an email that the Universal Cart helps manage the challenge of comparing deals after finding an item. “By working across merchants and services, the tool provides a way to handle this fragmented shopping in one centralized space,” he explained.

Collaborations and Concerns

Google has partnered with retailers such as Target, Walmart, Nike, and Sephora. These companies can allow direct checkout from the cart or redirect users to their own sites. The company clarified it is not a marketplace but a “matchmaker,” with retailers keeping control over sales and customer data.

Anthony Ferry, CEO of e-commerce analytics firm Wayvia, warned the Universal Cart might cut traffic to retailer websites. If the feature expands to handle full transactions—like ordering groceries through an assistant—retailers could face challenges keeping customers. “Shoppers will need strong reasons to visit a site,” Ferry said.

Other experts expressed worries about personalization. Matt Howland of Cordial mentioned the cart could limit retailers’ ability to tailor offers. “Getting initial partners is easy, but securing long-term ones is always tough,” he added.

Limitations and Trust Issues

The Universal Cart is currently limited to Google’s ecosystem, which some see as a hurdle. Jason Grunberg of Forter called it an experiment, suggesting Google may need to expand beyond its services for wider adoption. He also questioned whether users would trust a Google-led process for returns or post-purchase steps.

Despite these challenges, Google plans to avoid taking a cut of sales. Ganapathy said the focus is on creating an experience that benefits users and retailers. The tool supports loyalty programs and credit card perks, built on Google Wallet infrastructure.

Whether users adopt the tool remains unclear. Some analysts think only large retailers like Amazon, Walmart, or Target might see regular use. Others believe Google’s brand strength could give it an advantage over newer AI companies in gaining trust.