Tapestry is enabling shoppers to purchase Coach and Kate Spade products directly from Google Search, including AI Mode and the Gemini app (Retail Dive - Technology). When consumers find a Kate Spade or Coach product through Gemini or AI Mode, they can complete payment with Google Pay without being redirected to another website, with each transaction requiring consumer approval. The integration uses the Universal Commerce Protocol to enable agentic commerce, with checkout currently available in the U.S. and plans to expand into other markets.
For commerce practitioners, this partnership signals a fundamental shift in how luxury retailers distribute inventory and reach customers. Tapestry CEO Joanne Crevoiserat emphasized the strategic intent: "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." According to Tapestry's Chief Information and Data Officer Yang Lu, the company receives the same customer data from Google AI platform transactions as it would from direct e-commerce site purchases, addressing concerns that AI intermediaries erode retailer-customer relationships.
Tapestry joins other major retailers integrating into Google's AI shopping ecosystem. Ulta Beauty and Walmart have similarly added their assortments to Google's AI Mode and Gemini app, enabling product recommendations and direct purchasing. However, some retail experts warn that relying on AI platforms as primary discovery channels widens the distance between retailers and customers, potentially reducing data access and direct shopper interaction over time.