The integration will also extend across the group’s portfolio, including Old Navy, Banana Republic and Athleta.
Gap Inc. has become the first major fashion retailer to integrate checkout within Google Gemini, enabling customers to browse, receive styling advice, and complete purchases directly through AI chat.
Announced Tuesday, the move allows shoppers to interact with Gap’s catalogue inside Gemini and complete transactions without visiting a traditional e-commerce site. The integration will also extend across the group’s portfolio, including Old Navy, Banana Republic and Athleta.
Sven Gerjets, Chief Technology Officer at Gap, said the initiative is focused on solving real customer needs, particularly around fit confidence and simplifying the purchase journey.
The rollout builds on Google’s Universal Commerce Protocol (UCP), introduced earlier this year, allowing brands to offer seamless checkout across AI-driven environments, including Gemini and AI-powered search.
The move signals a broader shift in digital commerce, as brands explore ways to meet consumers within AI platforms rather than driving them to standalone websites. It also has implications for media buying, potentially reshaping how retailers connect with shoppers.
Alongside the integration, Gap has introduced an AI-powered fit tool using technology from Bold Metrics to reduce returns through personalised sizing recommendations.
The company’s push into AI-led commerce comes as online sales continue to outpace in-store performance, with digital accounting for 42% of total net sales and growing 5% year-on-year in the latest quarter.
