Google Universal Commerce Protocol introduces an open standard that lets AI agents handle discovery, checkout, and post-purchase support directly inside Google Search and Gemini.
Online shopping is more fragmented than ever, forcing customers to jump between multiple platforms to compare products and complete purchases. Sellers struggle to capture traffic and conversions when buyers can leave at any step of the process.
The Google Universal Commerce Protocol aims to solve this by letting AI agents guide shoppers through discovery, checkout, and post-purchase support all within Google Search and Gemini. By standardizing these interactions, retailers can stay in front of buyers while offering a seamless, AI-powered shopping experience.
Google UCP Introduces Smarter AI Shopping for Online Sellers
According to TechCrunch, the Google Universal Commerce Protocol introduces a new standard for AI-driven shopping, allowing agents to manage discovery, checkout, and post-purchase support seamlessly. This approach marks a major step forward for agentic commerce, giving sellers new ways to connect with buyers directly in Google Search and Gemini apps.
Google UCP for e-commerce sellers is designed to integrate with existing protocols such as Agent Payments Protocol (AP2), Agent2Agent (A2A), and Model Context Protocol (MCP). Merchants can choose which extensions fit their operations, enabling a tailored AI-powered shopping experience while maintaining control over product offerings.
Key features of the Google UCP include:
- Buyers can complete purchases in AI Mode using Google Pay, with PayPal support coming soon.
- Branded AI Business Agents answer customer questions directly in Google Search.
- Merchant Center data helps sellers make products more visible in AI search and chat results.
- Brands can offer instant discounts to shoppers while they browse in AI Mode.
For sellers working with an Amazon agency or managing multi-platform strategies, understanding the protocol is critical to staying competitive. Early adoption could mean capturing high-intent buyers while competitors remain reliant on traditional site traffic.
Seamless AI Checkout Meets Interactive Brand Chat for Shoppers
A new open standard for AI-assisted shopping now allows agents to manage multiple stages of the purchasing process, from discovery to checkout and post-purchase support. This protocol was developed with retailers like Shopify, Etsy, Wayfair, Target, and Walmart to simplify integration with AI agents.
Google UCP is designed to work with other agentic protocols, including Agent Payments Protocol, Agent2Agent, and Model Context Protocol. Businesses can select specific extensions that fit their needs, enabling a tailored AI shopping experience.
Shoppers can place orders directly within Google AI search and Gemini apps, with payments processed through Google Pay and delivery details stored in Google Wallet. Future support for PayPal is planned, creating a seamless AI shopping experience across platforms.
Retailers can integrate branded AI Business Agents into Search to answer questions and guide purchases. These tools expand AI-driven e-commerce capabilities, giving sellers new opportunities to connect with buyers without leaving search or app environments.
Google Announces AI Mode Checkout Protocol, Business Agent By Matt G. Southern“Checkout in AI Mode lets users research, compare, and complete purchases without ever leaving Google, giving retailers access to high-intent buyers at the moment of decision.”
Google Universal Commerce Protocol Transforms Retail with Seamless AI Shopping Agents
Based on a ForkLog article, a new open standard, the Universal Commerce Protocol, is designed to streamline AI-assisted shopping by letting agents operate at multiple points in the buying process. Developed alongside Shopify, Etsy, Wayfair, Target, and Walmart, the protocol works with other frameworks like Agent Payments Protocol, Agent2Agent, and Model Context Protocol.
Integration with Google’s AI-powered search and the Gemini app will allow users to purchase directly from U.S. retailers during product searches. Payments are processed via Google Pay, with delivery details saved in Google Wallet, and PayPal support is planned for future expansion.
Retailers can offer special discounts when shoppers follow AI recommendations, giving brands a new way to influence buying decisions in real time. Merchant Center now includes new data attributes to help sellers improve visibility across AI-driven search results and chat surfaces.
AI-based business agents can be embedded directly in Google Search to answer questions and provide guidance. Gemini Enterprise for Customer Experience further supports retailers and restaurants in managing both shopping and post-purchase service within a unified AI framework.
AI Shopping Gets Smarter with Seamless Checkout and Branded Agents
The Google Universal Commerce Protocol was announced to enable AI agent-based shopping across multiple stages of the purchasing process. It was developed with retailers like Shopify, Etsy, Wayfair, Target, and Walmart to simplify integration with AI agents.
Google UCP is designed to work with other agentic protocols, including Agent Payments Protocol, Agent2Agent, and Model Context Protocol. Businesses can select specific extensions of the protocol that meet their needs.
The standard will be used in Google AI search and Gemini apps to allow shoppers to purchase directly from U.S. retailers. Payments use Google Pay, shipping info is stored in Google Wallet, and PayPal support is planned for the future, supporting a seamless AI shopping experience.
Retailers can also integrate branded AI Business Agents into Google Search to answer customer questions. These efforts aim to broaden AI-driven e-commerce capabilities and provide new opportunities for mainstream retailers in the Google UCP ecosystem.
Shopify CEO Tobi Lütke“This is one of the really exciting parts about agentic. It’s really good at finding people who have specific interests and finding the product that is just perfect for them.”
