# Google's Universal Cart Launch Sparks Retailer Pushback

> Google's Universal Cart goes live but retailers like Walmart and Target push back on full checkout integration.
- Title: Google's Universal Cart Launch Sparks Retailer Pushback
- Summary: Google's Universal Cart goes live but retailers like Walmart and Target push back on full checkout integration. Google's Universal Cart launched for US…
- Keywords: google, universal cart, walmart, target, checkout, retailers, google pay, shopping graph, universal cart live october 2024 retaile, startups, business, Google's
- Source: Startup Fortune — https://startupfortune.com/googles-universal-cart-goes-live-and-retailers-are-already-pushing-back
- Published: 2026-10-17T00:38:58+00:00
- Read time: 1 min
- Topics: google, universal cart, walmart, target, checkout, retailers, google pay, shopping graph, universal cart live october 2024 retaile, startups, business
## Universal Cart Launch
Google's Universal Cart launched across Search and Gemini app in the US on October 15, 2024.
## Retailer Restrictions
Walmart, Target, and Sephora support Universal Cart but only for select checkout options.
## Universal Cart Functionality
The cart tracks price drops, restocks, and flags mismatches for custom builds.
## Checkout Options
Shoppers pay via Google Pay or are redirected to retailer sites for checkout.
## Retailer Concerns
Walmart and Target want traffic but not data from Universal Cart.
## Coupon Industry Threat
Deal aggregators lose relevance as Universal Cart applies discounts automatically.
## Regulatory Concerns
Senator Elizabeth Warren raised privacy and antitrust concerns about Universal Cart.
## Key takeaway

Google's Universal Cart launched for US retailers on October 15, 2024, but major chains like Walmart and Target limit checkout to select options to retain customer data.