The pilot adds a dedicated shopping space in the app where users can browse personalised fashion content, see how select clothing items look on them through virtual try-on, and find visually similar products by snapping or uploading a photo. Google says the experience is built on its Shopping Graph, which indexes more than 60 billion products, together with visual search and YouTube videos.

Access is currently limited to a select group of users while Google gathers feedback. Those included will see a Discover icon at the bottom of the latest version of the Google Pay app. Product-level virtual try-on works from individual listings, and Google says pre-generated daily outfit suggestions are coming soon.

Tapping an item takes the shopper directly to the merchant’s website, where the purchase is completed with the user’s preferred payment method.

“Finding fashion and lifestyle inspiration is a deeply personal journey for many of us,” wrote Sharath Bulusu, Senior Director of Product Management for Google Pay, in the announcement.

Google has not said when the experience will roll out more widely in India.