Etsy has announced it will allow logged-in Google users in the U.S. to purchase some items from its marketplace directly through AI Mode in Google search and the Gemini app.

The initiative comes as multiple leading online retailers have recently announced their own ways they will use Google’s artificial intelligence (AI) technology. Among them are Home Depot, Walmart, Wayfair and Honeywell. Each has a different use case for the tech company’s AI tools through Google Cloud.

It also comes as JD Sports announced it’s working with Stripe and commercetools on an agentic commerce deployment, and as Shopify has introduced an open standard for AI-enabled checkout, called the Universal Commerce Protocol. Shopify co-developed the protocol with Google.

Etsy ranks No. 20 in the Global Online Marketplaces Database. The database is Digital Commerce 360’s ranking of the 100 largest marketplaces by third-party gross merchandise value (GMV). Before Etsy sold Reverb, it ranked No. 45 in the database. In addition to its namesake marketplace, Etsy owns a used-clothing marketplace called Depop, which currently ranks No. 49.

Etsy integration with Google AI Mode

The Etsy and Google integration uses the above-mentioned Universal Commerce Protocol. Etsy said the integration helps its brand as well as its sellers.

It said sellers’ items will appear “across both new and familiar surfaces, enabling them to meet shoppers at the moment purchase intent becomes action.”

In announcing the integration, Etsy chief product and technology officer Rafe Colburn described large language models (LLMs) as “closing the gap between human language and machine understanding. For ecommerce, this means discovery is moving to conversations with deeper context — an experience that feels more like shopping with a personal assistant than typing into a search bar.”

He said agentic AI technology enables more opportunities for consumers to discover Etsy items “in more contexts.”

“We’ll explore that potential both through partnerships and in our own product experience, aiming to make discovery on Etsy more intuitive and more personal,” Colburn added. “Over time, we hope to see these new experiences drive purchase frequency and growth for our sellers and marketplace.”

In September 2025, Etsy began working with OpenAI’s ChatGPT. The partnership allows Etsy sellers to use ChatGPT’s Agentic Commerce Protocol. Called “Instant Checkout,” the option refers to an agentic commerce process in which an AI agent autonomously makes a purchase on a user’s behalf. OpenAI had announced that it would also work with eBay and Instacart, allowing the online marketplaces to use its Operator agent. The new options later rolled out for some Shopify merchants as well.

Colburn said at the time that as of Sept. 29, U.S.-based users could discover, browse and purchase items listed on Etsy “directly through ChatGPT.”

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