What is the number of people in India using Google Pay to open fixed deposit accounts directly from Google Pay
ver the years? And what do you envision a hardware and software integrated Google meaning to the consumer over the longer term?
And I guess, Philipp, if you look at some of the emerging and developing markets today, some of the companies there around the world have had to play multiple roles in helping to solve for transactional friction by rolling out payments, logistics and other solutions that we probably take for granted here in the States. So do you think Google should or could play a more expansive role in India and some of the other emerging markets to help accelerate the growth of e-commerce versus the role that you played in the U.S. and the West? Thanks.
Sundar Pichai -- Chief Executive Officer
Overall, hardware and computing, obviously, we have been doing this for a while now. If you look at the Google Tensor bet, these are multiyear bets, which finally play out and I couldn't be more excited that the reception for Pixel 6 and Google Tensor. And I think lays a good foundation of what we want to do in the future.
We definitely have a long-term view on where computing is headed. We want to make sure and to innovate there, you have to think at the intersection of user experience, software and hardware. I think we have a unique perspective to bring a unique point of view with our AI-first approach and applying that to bring new features and new experiences.
So we'll be doing it to push computing forward. We want to guide our ecosystem when we do well in a category, the whole ecosystem benefits from it. And finally, we are going to be doing this with a view toward building a sustainable business. And -- we see this as an important area, and we are investing with that viewpoint. And I'm really excited with what Google Tensor and the Pixel 6 team has been able to accomplish and just as a start.
Philipp Schindler -- Senior Vice President/Chief Business Officer
So on the second part of your question, look, every e-commerce experience is also payment experience. And friction checkout can take the joy out of a purchase. I think we've all been there. So think about Google Pay as a checkout facilitator. We want to make it even easier for consumers to access whatever payment method they really want credit card, PayPal, Shop Pay and so on and so on.
And to the global nature of your question, 150 million people across 40 countries are now using Google Pay to manage transactions and stay on top of their finances. And millions of merchants are using it to provide their customers with a simple and safe way to check out and whether it's in store or online or via their app.
So right now, we continue to be very focused on helping both merchants and financial institutions create more intuitive digital experiences and connect with our customers. In the U.S., we're partnering with merchants to surface, we call card-linked offers and coupons within Google Pay. And in August, we announced the partnership with Setu fintech company in India. That was a part your question to help uses open fixed deposit accounts directly from Google Pay. So we think there's much more that we can do for both consumers and our partners. So stay tuned on this one.
Stephen Ju -- Credit Suisse -- Analyst
Thank you.
Operator
Thank you. And that concludes our question-and-answer session. I'd like to turn the conference back over to Jim Friedland, for any closing remarks.
James Friedland -- Director of Investor Relations
Thanks, everyone, for joining us today. We look forward to speaking with you again on our fourth quarter 2021 call. Thank you, and have a good evening
Operator
[Operator Closing Remarks]
Duration: 54 minutes
Call participants:
James Friedland -- Director of Investor Relations
Sundar Pichai -- Chief Executive Officer
Philipp Schindler -- Senior Vice President/Chief Business Officer
Ruth Porat -- Senior Vice President and Chief Financial Officer
Eric Sheridan -- Goldman Sachs -- Analyst
Brenda -- Morgan Stanley -- Analyst
Doug Anmuth -- JPMorgan -- Analyst
Justin Post -- Bank of America -- Analyst
Mark Mahaney -- ISI -- Analyst
Brent Thill -- Jeffer
ver the years? And what do you envision a hardware and software integrated Google meaning to the consumer over the longer term?
And I guess, Philipp, if you look at some of the emerging and developing markets today, some of the companies there around the world have had to play multiple roles in helping to solve for transactional friction by rolling out payments, logistics and other solutions that we probably take for granted here in the States. So do you think Google should or could play a more expansive role in India and some of the other emerging markets to help accelerate the growth of e-commerce versus the role that you played in the U.S. and the West? Thanks.
Sundar Pichai -- Chief Executive Officer
Overall, hardware and computing, obviously, we have been doing this for a while now. If you look at the Google Tensor bet, these are multiyear bets, which finally play out and I couldn't be more excited that the reception for Pixel 6 and Google Tensor. And I think lays a good foundation of what we want to do in the future.
We definitely have a long-term view on where computing is headed. We want to make sure and to innovate there, you have to think at the intersection of user experience, software and hardware. I think we have a unique perspective to bring a unique point of view with our AI-first approach and applying that to bring new features and new experiences.
So we'll be doing it to push computing forward. We want to guide our ecosystem when we do well in a category, the whole ecosystem benefits from it. And finally, we are going to be doing this with a view toward building a sustainable business. And -- we see this as an important area, and we are investing with that viewpoint. And I'm really excited with what Google Tensor and the Pixel 6 team has been able to accomplish and just as a start.
Philipp Schindler -- Senior Vice President/Chief Business Officer
So on the second part of your question, look, every e-commerce experience is also payment experience. And friction checkout can take the joy out of a purchase. I think we've all been there. So think about Google Pay as a checkout facilitator. We want to make it even easier for consumers to access whatever payment method they really want credit card, PayPal, Shop Pay and so on and so on.
 And to the global nature of your question, 150 million people across 40 countries are now using Google Pay to manage transactions and stay on top of their finances. And millions of merchants are using it to provide their customers with a simple and safe way to check out and whether it's in store or online or via their app.
So right now, we continue to be very focused on helping both merchants and financial institutions create more intuitive digital experiences and connect with our customers. In the U.S., we're partnering with merchants to surface, we call card-linked offers and coupons within Google Pay. And in August, we announced the partnership with Setu fintech company in India. That was a part your question to help uses open fixed deposit accounts directly from Google Pay. So we think there's much more that we can do for both consumers and our partners. So stay tuned on this one.
Stephen Ju -- Credit Suisse -- Analyst
Thank you.
Operator
Thank you. And that concludes our question-and-answer session. I'd like to turn the conference back over to Jim Friedland, for any closing remarks.
James Friedland -- Director of Investor Relations
Thanks, everyone, for joining us today. We look forward to speaking with you again on our fourth quarter 2021 call. Thank you, and have a good evening
Operator
[Operator Closing Remarks]
Duration: 54 minutes
Call participants:
James Friedland -- Director of Investor Relations
Sundar Pichai -- Chief Executive Officer
Philipp Schindler -- Senior Vice President/Chief Business Officer
Ruth Porat -- Senior Vice President and Chief Financial Officer
Eric Sheridan -- Goldman Sachs -- Analyst
Brenda -- Morgan Stanley -- Analyst
Doug Anmuth -- JPMorgan -- Analyst
Justin Post -- Bank of America -- Analyst
Mark Mahaney -- ISI -- Analyst
Brent Thill -- Jeffer