Google Pay tests fashion and lifestyle discovery feature in India

Google has started a pilot that adds a fashion and lifestyle discovery section to Google Pay in India. The company announced the feature on 2 November 2026, and it is available to a limited group of users for now.

The new section brings visual search, AI-powered virtual try-ons and personalised feeds into the payments app. Google has described the aim as turning a tool mostly used for payments into a place to find ideas and shop. Google's own announcement said that finding fashion inspiration often starts with an everyday spark, such as a trend seen online. The company's newsroom post frames the feature around that kind of personal discovery.

How the feature works

Visual search lets a user look for clothing or accessories using a picture. The virtual try-on tool uses AI to show how a product might look on a user. Personalised feeds show fashion and lifestyle content based on a user's interests.

The details in this report come mainly from Google's own announcement, and independent coverage of the pilot describes the same three features. Google has not said how many users are in the pilot or when it will be opened to everyone.

What it means for users in India

For people who already use Google Pay to pay bills and send money, the change means a new section to browse inside the same app. Users who take part in the pilot will see these features without downloading a separate shopping app.

Google has not said which brands or retailers will be linked to the feature, or whether purchases can be made directly inside the app. Those details are not yet known.