Coach and Kate Spade products purchasable within Google Search as shopper behaviours evolve
Tapestry is bringing Coach and Kate Spade into Google's AI shopping ecosystem, making products purchasable directly from Google Search, including AI Mode, and the Gemini app. Now, when shoppers discover a Coach or Kate Spade item while using Gemini or AI Mode, a "Buy" button appears inline. After selecting their product, customers can complete checkout in just a few taps using Google Pay. This eliminates the need for website redirects.
"Consumer behaviours are always evolving. At one time, discovery happened in a store window or a magazine. Then, it happened on social media. Now it's happening inside a conversation with AI," says Joanne Crevoiserat, Chief Executive Officer at Tapestry. "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.”
Tapestry has implemented the Universal Commerce Protocol (UCP), an open industry standard for agentic commerce backed by several tech and e-commerce companies.
"We built this layer to work with our existing operations today, but it's truly protocol agnostic, so we can quickly move into new AI environments as consumer behaviours evolve," says Yang Lu, Chief Information and Digital Officer at Tapestry. "That's possible because of the strategic investments we've made in technology capabilities and infrastructure as well as the strength of our data and consumer insights engine."
UCP powered checkout is now live in the US,, with plans to expand across geographies in the future.
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
