Google's AI Shopping Protocol Transforms E-Commerce

The company said the goal is to create a common language that allows AI agents to interact with retailers and payment providers without friction. As part of the rollout, UCP will soon power a new checkout feature on eligible Google product listings shown in AI Mode in Search and in the Gemini app. Shoppers in the US will be able to complete purchases during product research using Google Pay, with payment methods and shipping details stored in Google Wallet.

Google said retailers will remain the seller of record and will be able to customise the integration. The company added that the system is designed to reduce cart abandonment by enabling purchases earlier in the shopping process. In addition, Google launched Business Agent, a branded AI agent that allows shoppers to chat directly with retailers on Search.

The agent can answer product questions in a brand's voice and guide users toward a purchase. Business Agent will go live with retailers including Lowe's, Michaels, Poshmark, and Reebok. Eligible US retailers can activate the feature through Merchant Centre.

In the coming months, Google said retailers will be able to train these agents using their own data, access customer insights, provide product offers, and enable direct purchases within the chat experience. To support discovery in conversational shopping, Google also announced new data attributes in Merchant Centre. These are designed to help AI systems understand product details beyond keywords, such as common questions, compatible accessories, and alternatives.

Finally, Google also introduced Direct Offers, a new Google Ads pilot that allows retailers to show targeted discounts directly within AI Mode. The system uses AI to determine when an offer is relevant to a shopper who shows strong buying intent. "With Direct Offers, advertisers can present exclusive deals to shoppers who are ready to buy," Google said.