Google launches Universal Commerce Protocol to enable frictionless AI shopping
Google is rolling out a Universal Commerce Protocol, a set of standards meant to smooth the path between artificial‑intelligence shoppers and the online stores they’ll buy from. The move arrives as Google’s search results and the Gemini app increasingly showcase products in an “AI Mode,” where a conversational assistant can suggest items on the fly. By embedding a checkout option directly into those listings, Google hopes to cut the steps between recommendation and purchase.
Retailers and payment processors have long struggled with fragmented APIs that force developers to stitch together separate integrations for each platform. A single, shared framework could, in theory, let any AI‑driven agent place an order without the usual back‑and‑forth. That promise of frictionless commerce is the backdrop for the company’s own description of the protocol’s purpose.
**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.**
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.
What does Google’s Universal Commerce Protocol actually deliver? In theory, an open standard that lets AI agents, retailers and payment systems converse across the entire shopping journey—from discovery through checkout to post‑purchase support. The company says the goal is a common language that removes friction for “agentic shopping,” where AI acts on a consumer’s behalf.
Soon, UCP will power a checkout feature on eligible Google product listings displayed in AI Mode in Search and within the Gemini app. While the rollout promises tighter integration, it remains unclear whether retailers will adopt the protocol widely or how payment providers will respond. The initiative also raises questions about how seamless the experience will be for users accustomed to existing checkout flows.
Nonetheless, Google’s move signals a concrete step toward standardising AI‑driven commerce interactions, even as the broader ecosystem’s reaction is still uncertain.
Further Reading
- Google announces a new protocol to facilitate commerce using AI agents - TechCrunch
- Google launches Universal Commerce Protocol for agent-led shopping - Search Engine Land
- New tech and tools for retailers to succeed in an agentic commerce era - Google (Ads & Commerce Blog)
- Under the Hood: Universal Commerce Protocol (UCP) - Google Developers Blog
- Google unveils new agentic commerce protocol for retailers - American Banker
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Common Questions Answered
What is the Universal Commerce Protocol (UCP) and what problem does it aim to solve?
The Universal Commerce Protocol is a set of standards introduced by Google to create a common language for AI agents, retailers, and payment providers. Its goal is to eliminate friction in the shopping journey by allowing AI shoppers to interact directly with online stores and complete purchases without multiple hand‑offs.
How will the new checkout feature operate in AI Mode on Google Search and the Gemini app?
When a product appears in AI Mode, the listing will include an embedded checkout button powered by UCP. Shoppers can click the button, confirm their Google Pay details, and finalize the purchase without leaving the search results or Gemini interface.
Which payment method and stored information will U.S. shoppers use for purchases through the UCP checkout?
U.S. shoppers will complete transactions using Google Pay, with payment credentials and shipping addresses automatically pulled from their Google Wallet. This integration streamlines the checkout by pre‑populating required fields, reducing the steps needed to buy an item.
What end‑to‑end interactions does the Universal Commerce Protocol enable for ‘agentic shopping’?
UCP allows AI agents to converse with retailers to discover products, negotiate pricing, and initiate checkout, then communicate with payment systems to process the transaction. After purchase, the protocol also supports post‑purchase support, such as order tracking and returns, all through a unified standard.