Google’s Universal Cart shopping tool launches in the US

Google has officially launched its new 'Universal Cart' shopping tool in the United States, aiming to streamline the online purchasing experience. The feature is now accessible directly through Google Search and the Gemini app, allowing users to consolidate items from various retailers into a single checkout process. By integrating this functionality into its primary search and AI interfaces, Google is positioning itself to compete more aggressively with traditional e-commerce platforms. The tool is designed to simplify the path from product discovery to transaction, leveraging Google's vast index of merchant data. While the rollout is currently limited to the U.S. market, it represents a significant shift in how the company manages consumer intent and retail traffic. Analysts suggest this move could bolster Google's advertising ecosystem by providing a more seamless conversion funnel for merchants and a more convenient shopping experience for users.