Tapestry begins selling Coach and Kate Spade through Gemini and AI Mode
Tapestry has opened sales of Coach and Kate Spade in Google Search, AI Mode, and the Gemini app with payment through Google Pay. The launch runs on the UCP protocol, currently only in the U.S.
Tapestry Inc. has opened direct sales of Coach and Kate Spade brand products within Google's AI shopping ecosystem — in Search, AI Mode, and the Gemini app. The company announced this in a press release on September 16, 2026.
A shopper who finds a Coach or Kate Spade product in Gemini or AI Mode can pay for the item through Google Pay right on the spot. No redirect to a third-party site is required. Each transaction is completed only with explicit user confirmation.
The technical foundation of the launch is the Universal Commerce Protocol (UCP), enabling agentic commerce. Checkout through the protocol is currently available only in the U.S. Tapestry plans to expand the functionality to other markets.
Another channel, not a replacement
For Tapestry, AI platforms are an additional path to the customer, complementing its own stores and websites.
"Our goal is for the shopper to find our brands and interact with them at the moment inspiration strikes — whether passing by our store, browsing our websites, or chatting with AI," said Tapestry CEO Joanne Crevoiserat.
Google has been steadily expanding its AI shopping tools in recent years. A year ago, the company introduced AI Mode, combining Gemini and Shopping Graph: shoppers can virtually try on products, find the lowest prices, and receive personalized recommendations.
Tapestry is not alone in this partnership. Beauty chain Ulta Beauty previously added its assortment to AI Mode and Gemini — with recommendations, product comparisons, and purchases through Google. Walmart has enabled finding and purchasing Walmart and Sam's Club products through the Gemini app.
The risk of losing data — not for everyone
As retailers integrate product catalogs into AI platforms, some experts warn: such a move increases the distance between seller and buyer. Without direct contact, the retailer risks losing data and live interaction with the audience.
In Tapestry's case, the situation is different, noted the company's Chief Information and Data Officer Yang Lu. According to him, there have been no fundamental changes in the volume of data received: since orders are processed through Tapestry's brands, the company receives the same information as when purchasing on its own e-commerce platforms.
"The launch of UCP at Tapestry is about proximity to the consumer and about building flexible infrastructure ready for wherever our customers discover and purchase our products," Lu emphasized.
Financial context
The company's metrics support the bet on channel expansion. By the end of the fourth quarter, Tapestry's revenue grew 9% year-over-year — to $1.9 billion. Net profit amounted to $347.8 million versus a loss of $517.1 million a year earlier.
Coach's revenue in the fourth quarter jumped 15% — to $1.6 billion. Kate Spade, on the contrary, posted a decline of 7%, to $235 million.
Original: d12v9rtnomnebu.cloudfront.net
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