Google Pay now wants a role in what you buy. Google is piloting a fashion and lifestyle feed within its payments app in India, bringing personalised recommendations, visual search and virtual try-on to select users.

What does it offer?

The new Discover section lets users browse clothing and trends based on their preferences. Spot something you like elsewhere? You can upload a photograph or take one to find similar products online.

Virtual try-on is available for select clothing listings, while daily outfit suggestions are planned. Google says the experience draws on its Shopping Graph of over 60 billion product listings, alongside YouTube videos.

Can you buy within Google Pay?

Selecting a product takes you to the merchant’s website to complete the purchase using your preferred payment method. The shopping journey begins within Google Pay, but checkout happens elsewhere.

Who can access it?

The pilot is limited. Update the app and check for a Discover icon at the bottom.

The proposition is interesting: give people a reason to browse an app they usually open to pay. Whether that becomes a habit will depend on how useful those recommendations actually are.