Google has introduced a new open standard to transform how artificial intelligence (AI) agents facilitate online shopping.
The Universal Commerce Protocol (UCP), developed in collaboration with major retailers including Shopify Inc., Etsy Inc., Wayfair Inc., Target Corp., and Walmart Inc., is designed to streamline AI-assisted purchasing by creating a unified framework for the entire customer journey — from product discovery through checkout to post-purchase support.
Rather than requiring separate connections with different agents for each stage, UCP provides a single standard that coordinates these functions. The protocol works alongside existing agentic systems, including Google’s Agent Payments Protocol (AP2), Agent2Agent (A2A), and Model Context Protocol (MCP). Companies can implement specific extensions based on their needs, offering flexibility in adoption.
Google plans to integrate UCP into its AI Mode search results and Gemini apps, allowing U.S. shoppers to complete purchases directly while researching products. The feature will support Google Pay initially, with PayPal integration coming soon. Customers can use payment information and shipping details stored in Google Wallet, eliminating the need to navigate to external retailer websites.
“This is one of the really exciting parts about agentic,” Shopify CEO Tobi Lutke said. “It’s really good at finding people who have specific interests and finding the product that is just perfect for them. This kind of serendipity is where the best of commerce happens.” Shopify simultaneously announced a similar integration with Microsoft Copilot.
For merchants, Google is rolling out three key features powered by UCP. The Business Agent functions as a virtual sales associate, answering product questions in a brand’s voice directly within Google Search. Early adopters include Lowe’s Companies Inc., The Michaels Companies Inc., Poshmark Inc., and Reebok, with broader availability starting tomorrow.
The Direct Offers feature enables brands to present exclusive discounts to shoppers at the moment they’re researching products. For example, someone searching for a specific type of dining room rug could receive targeted promotional offers during their query.
Additionally, Google introduced new data attributes in its Merchant Center, helping sellers optimize how their products appear in AI-generated search results. The company also announced Gemini Enterprise for Customer Experience, a comprehensive suite designed to handle shopping and customer service operations for retailers and restaurants.
The move reflects intensifying competition among tech giants to integrate AI throughout the shopping experience. Amazon.com Inc., Walmart Inc., and OpenAI have launched similar initiatives. Adobe Inc. recently reported that generative AI drove a 693% increase in traffic to seller sites during the holiday season, though conversion rates weren’t disclosed.
The protocol has garnered support from numerous industry players, including Macy’s, Stripe Inc., and Visa Inc., as retailers and tech companies race to capitalize on AI-powered commerce.
