Bunnings to Sell Through Google AI Mode

Why It Matters

By integrating directly with Google’s AI platform, Bunnings taps into higher‑intent traffic, boosting conversion and setting a benchmark for AI‑enabled retail in the region.

Key Takeaways

• Bunnings to launch shoppable listings on Google AI Mode within two weeks
• Buddy AI assistant already doubled Bunnings' online conversion rates
• Agentic commerce expands across Wesfarmers brands: Kmart, OfficeWorks, OnePass
• Customers using generative AI show higher spend per transaction

Pulse Analysis

The retail landscape is rapidly evolving as large language models become the primary gateway for product discovery. Google’s AI Mode, which surfaces generative answers alongside traditional search results, offers a seamless path from inquiry to purchase. Bunnings’ decision to embed its catalogue within this environment positions the hardware giant at the forefront of a nascent "shoppable AI" ecosystem, where consumers can transition from a casual search for a hammer to a completed checkout without leaving the Google interface.

Underlying this rollout is Wesfarmers’ broader agentic commerce strategy. The company’s Buddy assistant, powered by Google Gemini, has already demonstrated tangible benefits, more than doubling Bunnings’ online conversion rates and encouraging larger, project‑based baskets. By leveraging AI agents that can understand nuanced, multi‑sentence queries, Wesfarmers is capturing a segment of shoppers who are deeper in the purchase funnel and more willing to spend. The same technology is being replicated at Kmart and OfficeWorks, with plans for agent‑to‑agent interactions that let a consumer’s personal AI negotiate with a retailer’s bot to fulfill orders.

For the industry, Bunnings’ integration signals a tipping point. Retailers that remain confined to traditional e‑commerce sites risk losing high‑intent traffic to AI platforms that can deliver instant, personalized recommendations. As Google, Microsoft and other cloud providers deepen their AI toolsets, we can expect a cascade of shoppable experiences across categories, heightened competition for AI talent, and new metrics focused on agent performance. Early adopters like Bunnings are likely to reap first‑mover advantages in customer acquisition, loyalty, and data insights, reshaping the economics of digital retail.