Tapestry Sells via Google's AI Shopping Ecosystem through Gemini App

Tapestry is expanding its e-commerce reach by allowing customers to purchase Coach and Kate Spade products directly from Google's AI shopping ecosystem. The company announced that it will sell its products via Google's Gemini app, which uses artificial intelligence to help shoppers find and buy items. This new integration allows consumers to pay for products using Google Pay without being redirected to Tapestry's website.

The Universal Commerce Protocol (UCP) is enabling this seamless checkout process, which is currently available in the US. Tapestry plans to expand its use of UCP into other markets in the future.

Tapestry CEO Joanne Crevoiserat stated that the company aims to provide customers with a convenient shopping experience across various channels, including physical stores, websites, and now AI-powered platforms like Gemini. Google has been developing its AI shopping features, which include AI Mode, to help retailers reach more customers.

Other companies, such as Ulta Beauty and Walmart, have also integrated their products into Google's AI shopping ecosystem. However, some experts warn that relying on third-party platforms may lead to a loss of direct interaction with customers and potentially impact data collection. Tapestry's Chief Information and Data Officer Yang Lu noted that the company receives similar data from customers who shop through Google's AI platforms as it would from those who purchase directly on its website.