Observed Signal · Sep 24, 2026 · Partnership · Source: Retail Dive · Impact: 4/5 · Sentiment: Positive
Tapestry sells Coach, Kate Spade via Google Gemini AI Mode
Tapestry Inc. announced that shoppers can now purchase Coach and Kate Spade products directly through Google's Gemini app and AI Mode in Search. Using Google Pay, consumers can complete transactions without leaving the AI interface. The company utilizes the Universal Commerce Protocol (UCP) for agentic commerce, with checkout currently available in the U.S. and plans to expand internationally. This move extends Tapestry's omni-channel strategy to AI-driven shopping environments. CEO Joanne Crevoiserat emphasized meeting customers at the moment of inspiration, whether in stores, online, or via AI chat. Tapestry reports no substantial change in customer data received from these transactions, as orders are still placed through its brands. The company's Q4 revenue rose 9% year-over-year to $1.9 billion. The initiative aligns with a broader trend of retailers like Ulta Beauty and Walmart integrating their inventories into Google's AI shopping ecosystem.
This marks a significant expansion of AI-driven shopping, with a major retailer integrating into Google's Gemini app and AI Mode, signaling a shift towards agentic commerce that could reshape retail media and advertising strategies.
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Key Takeaways & Evidence Grounding
- Coach and Kate Spade products are now available for purchase in Google's Gemini app and AI Mode.
- Transactions are completed with Google Pay without redirecting to external sites.
- Tapestry uses the Universal Commerce Protocol for agentic commerce.
- Checkout is currently available in the U.S., with future expansion planned.
- Tapestry's Q4 revenue rose 9% year-over-year to $1.9 billion.
Connected Companies & Entities
4 Entities mapped“Tapestry is allowing shoppers to purchase products from its Coach and Kate Spade inventories directly from Google Search, including AI mode ...”
“Google's AI shopping offerings, including AI Mode, which merges Gemini and Shopping Graph....”
“Ulta Beauty also added its product assortment to Google’s AI Mode and the Gemini app....”
“Walmart also enabled shoppers to discover and purchase merchandise from Walmart and Sam’s Club through the Gemini app....”
Ontology Mapping & Concepts
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