Tapestry integrates Coach and Kate Spade into Google AI shopping

This shift marks a departure from conventional retail discovery, moving the point of sale into conversational AI environments. When a user finds a product through Gemini or Google’s AI Mode, an inline "Buy" button appears, facilitating a streamlined checkout process. According to Tapestry CEO Joanne Crevoiserat, the strategy aims to meet consumers where they are, whether they are browsing a digital storefront or engaging in an AI-driven conversation.

To enable this functionality, Tapestry adopted the Universal Commerce Protocol (UCP), an open industry standard designed for agentic commerce. Chief Information and Digital Officer Yang Lu noted that the protocol is agnostic, allowing the company to pivot quickly as consumer behaviors evolve. While the UCP-powered checkout is currently limited to the United States, Tapestry plans to roll out the integration across further geographies in the coming months.