Pine Labs Ltd and Google Cloud Push Agentic Commerce

Pine Labs Ltd

has announced a strategic collaboration with Google Cloud to accelerate the adoption of agentic commerce in India, with a focus on enabling merchants—including technology-driven small and medium-sized businesses (SMBs)—to participate in AI-led commerce. The partnership aims to deploy Gemini-powered AI agents across the commerce value chain, connecting merchant operations, customer engagement and payments infrastructure. In an agentic-commerce model, AI agents can autonomously discover products, compare options and execute purchases on behalf of consumers, potentially reducing dependence on traditional website- or app-based shopping journeys. For merchants, the shift requires product catalogues to be AI-readable, inventory to be available in real time and checkout systems to support automated transactions. Pine Labs intends to make these capabilities accessible beyond large enterprises, particularly to fast-growing Indian SMBs that may otherwise lack the infrastructure required for AI-native commerce. The collaboration builds on Pine Labs’ broader investments in agentic payments. The company has already developed its Pine Labs Payment Protocol (P3P) for agentic UPI payments and an Agentic Commerce Suite covering AI-native discovery, checkout, payments, credit and merchant operations. Overall, the collaboration positions Pine Labs’ payment and merchant infrastructure to integrate more deeply with AI-driven shopping ecosystems, while Google Cloud brings its Gemini AI capabilities and cloud infrastructure to support scalable deployment.