Google’s Universal Commerce Protocol Pushes AI Agents For End-to-End Online Shopping

Google launches UCP to power AI Agents in shopping

Google is pushing AI deeper into online shopping. At the NRF conference, the company announced the Universal Commerce Protocol, or UCP. It is an open standard built for AI Agents. The goal is simple. Let agents handle discovery, checkout, and support in one smooth flow.

Google built UCP with partners like Shopify, Etsy, Wayfair, Target, and Walmart. The protocol lets agents work across the full buying journey. It removes the need for separate integrations at every step.

This move places AI Agents at the center of commerce.

What the Universal Commerce Protocol Does

UCP acts as a common language for AI Agents and retailers. It allows agents to move from product discovery to purchase and post-sale support without breaking the flow.

Agents can search.
They can compare.
They can check out.
They can even help after delivery.

Google says businesses and developers can choose only the parts they need. UCP also works with other agentic systems like Agent Payments Protocol, Agent2Agent, and Model Context Protocol.

This flexibility makes it easier for retailers to adopt AI without rebuilding their systems.

Google will soon use UCP in AI Mode in Search and in the Gemini apps. Users in the U.S. will be able to complete purchases directly while researching products.

Shoppers can pay with Google Pay.
They can share shipping details from Google Wallet.
PayPal support is coming next.

The buying process stays inside the AI conversation. Users no longer need to jump between tabs.

Discounts Inside AI Conversations

Google is also changing how brands reach users. Merchants can now offer real-time discounts when someone asks for a product recommendation in AI Mode.

A user searching for a dining room rug could see a special offer during that moment. The discount appears when intent is highest. This turns AI Agents into active sales channels.

Branded AI Agents for Merchants

Merchants can now embed branded AI-powered Business Agents in Google Search. These agents answer questions and guide shoppers.

Brands like Lowe’s, Michael’s, Poshmark, and Reebok already use it. The system gives businesses a direct voice inside AI search results.

Google also introduced Gemini Enterprise for Customer Experience. It is a suite for retailers and restaurants to manage shopping and customer service with AI.

Why This Matters

Retail is moving toward agent-led commerce. Google, Amazon, Walmart, and OpenAI are building systems where AI Agents act on behalf of users.

Adobe recently reported a sharp rise in traffic from generative AI to seller sites during the holiday season. Discovery is shifting.

With UCP, Google is building the rails for this new era.

61 Views