Tapestry announced the integration of its Coach and Kate Spade brands into Google’s Unified Commerce Protocol (UCP), enabling consumers to purchase products directly through Google Search and the Gemini app.
This development aims to support a streamlined, AI-driven shopping experience while maintaining consumer control over transactions.
According to the business, consumers can now find Coach and Kate Spade products via Google Search, including AI Mode, as well as within the Gemini app. The new feature has currently launched in the US.
There is a single-item checkout process facilitated by Google Pay, which is executed without redirecting users to an external website.
This one-step purchasing method is designed to enhance convenience by allowing transactions to be completed entirely within the discovery interface.
Tapestry designed the integration layer to be compatible with existing operational frameworks, allowing seamless interaction with the company’s current retail and IT environments.
Moving forward, the fashion company indicated plans to extend this capability to additional geographic locations in the future.
This move reflects a direct advancement in the intersection of AI-driven retail search and seamless checkout processes within major retailers.
Joanne Crevoiserat, CEO of Tapestry said: “Consumer behaviors are always evolving. At one time, discovery happened in a store window or a magazine. Then, it happened on social media. Now it’s happening inside a conversation with AI.
“Our goal is for shoppers to find and engage with our brands at the moment when inspiration strikes, whether it be when a consumer passes by one of our stores, peruses our websites, or chats with AI.”
Tapestry joins a growing number of apparel brands leveraging AI to improve their overall operations, with Catalyst Brands unifying HR operation under an AI system.
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