A limited India pilot brings personalised fashion feeds, image searches and virtual clothing previews to Google Pay, with users directed to merchant websites for purchases as Google gathers feedback before deciding on wider availability plans.
Google has begun testing a fashion and lifestyle discovery service within Google Pay in India, adding personalised product browsing, virtual clothing previews and image-based searches to its payments app. The pilot is available to a limited group of users.
The experience appears through a Discover tab and combines product listings with relevant YouTube videos. Google said it would gather feedback during the trial to refine the offering. It has not announced when the feature will become available to all users in India.
The service draws on Google’s Shopping Graph, which contains more than 60 billion product listings, alongside its visual search and artificial intelligence tools. Recommendations reflect users’ preferences and activity across Google services where they have consented to share the information.
Virtual previews and visual search
Users can open individual product listings to examine details such as available colours and sizes. A feature called Try on You generates a visual preview of selected garments using a photograph uploaded by the user, showing how the clothing might appear when worn.
The previews are intended to support product exploration rather than establish whether a garment will fit. Google’s terms state that generated images are illustrative and do not determine sizing or guarantee that the actual product will match the visualisation.
Google also plans to introduce pre-generated daily looks and outfit suggestions. These would add another way for users to explore combinations within the discovery experience, although the company has not provided a specific launch date for those additions.
Visual search through Google Lens lets users upload a picture or use their phone’s camera to identify similar products online. The tool provides an alternative to describing a garment or accessory through a text search.
Purchases cannot be completed directly within Google Pay’s Discover section. Selecting an item for purchase takes the user to the merchant’s website, where checkout is handled by the seller. Buyers can use whichever payment methods that merchant supports.
Limited access and account requirements
Users wishing to check their eligibility must update Google Pay and look for the Discover icon in the bottom navigation bar. Updating the application does not guarantee access because participation remains restricted during the pilot.
The experience requires a personal Google account, with Web and App Activity and Search Personalisation enabled. Google says these settings support recommendations tailored to each user’s interests and shopping activity.
Products and AI-generated outfit previews can be stored in Saved Items for later reference. Users can replace their uploaded photograph, adjust preferences and provide feedback on recommendations. They can also report products or videos they consider inappropriate or irrelevant.
The pilot adds fashion browsing. For now, its availability remains limited, while the distinction between discovering products in Google Pay and purchasing them from external sellers remains central to the experience.
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