Strategic Collaboration with Google Cloud Announced to Advance Agentic Commerce in India

Pine Labs announced a strategic collaboration with Google Cloud to build agentic commerce tools for Indian merchants.

Thu 24 Sep 2026

Partner

Google Cloud

Key Product

Gemini-powered AI agents for agentic commerce

Payment Layer

P3P payments starting on UPI

Target Market

India's 60 million small businesses

Platform

Jarvis multi-agent platform on Gemini Enterprise for Woohoo

What was announced

Pine Labs announced a strategic collaboration with Google Cloud to advance agentic commerce in India — where AI agents discover products, compare options and complete purchases for consumers without them visiting a website or app.

What is being built

• A newly developed AI ads agent that creates and places ads across surfaces such as Search, YouTube and Pine Labs' POS devices.
• Jarvis, a multi-agent platform being built by Pine Labs Issuing on Gemini Enterprise, assisting merchants with program creation, system diagnostics and customer support across the Woohoo platform.
• Use of the Gemini Enterprise Agent Platform for catalog enrichment, search and rapid build of custom commerce agents.
• Native integration support for the Universal Commerce Protocol (UCP) and Agent-to-Agent (A2A) frameworks.

Three barriers addressed

• Discoverability and scalability: a full customer acquisition stack built on Google Cloud's AI and data infrastructure, with campaign management, digital presence and targeting tools.
• Receiving payment: P3P, the payment layer making agentic transactions real-time, compliant and settled, starting on UPI and expanding across payment rails.
• Governance: Grantex ensures transactions are auditable and meet India's financial regulatory requirements.

Scale cited

CEO B. Amrish Rau referred to India's 60 million small businesses, saying the aim is one commerce operating layer for every merchant. Google Cloud India's Amit Kumar said grounding Pine Labs' commerce layers in Google Cloud's infrastructure would help merchants be discoverable, trusted and active in agentic commerce. Google Cloud serves customers in more than 200 countries and territories.

How to read it

This is a business and product collaboration disclosure. The release describes capabilities being built rather than completed revenue-generating deployments, and does not set out commercial terms or financial impact. Investors may view it as directional on Pine Labs' AI and merchant-platform strategy.

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