Google is embracing “agentic shopping” wherein users can easily make purchases through the Gemini app and AI Mode.
UCP establishes a common language for agents and systems to operate together across consumer surfaces, businesses, and payment providers. So instead of requiring unique connections for every individual agent, UCP enables all agents to interact easily.
Google today launched the Universal Commerce Protocol (UCP) as an “open standard for agentic commerce.” It covers product discovery, purchasing, and support.
UCP was co-developed with industry leaders including Shopify, Etsy, Wayfair, and Target, and endorsed by more than 20 others across the ecosystem like Adyen, American Express, Best Buy, Flipkart, Macy’s, Mastercard, Stripe, The Home Depot, Visa, and Zalando.
Google will use UCP in the Gemini app and AI Mode for a new checkout feature. If the response features an eligible Google product listing (from a US retailer), tapping “Buy” starts the process. This might include creating an account with the store and then being taken to Checkout. The final Review your order page will be pre-filled with payment methods (Google Pay) and shipping info (Google Wallet). Purchasing with PayPal is coming soon.
Retailers remain the seller of record, with the ability to customize the integration to their specific needs, all while helping to capture sales and avoid abandoned carts.
This will expand globally “in the coming months” with more features like “discovering related products, applying loyalty rewards, and powering custom shopping experiences on Google.”
In AI Mode, Google is continuing to test ads and is introducing a Direct Offers feature that “allows advertisers to present exclusive offers for shoppers who are ready to buy.” In the product listing, Direct Offers will appear as a “Sponsored deal.”
Imagine you search “I’m looking for a modern, stylish rug for a high-traffic dining room. I host a lot of dinner parties, so I want something that is easy to clean.” Google already elevates the most relevant products to meet your search criteria. But often, you are only ready to buy if you’re getting a great deal. Now relevant retailers have an opportunity to also feature a special discount. This helps you get better value and helps the retailer close the sale.
The final announcement today adds Business Agents to Google Search. Appearing as a “Chat” button if you search for a partnering retailer, this “virtual sales associate… can answer product questions in a brand’s voice.”
This is launching from tomorrow onwards “with retailers like Lowe’s, Michaels, Poshmark, Reebok, and others.”
In the coming months, they’ll be able to train the agent based on their data, access new customer insights, provide offers for related products, and enable direct purchases – including agentic checkout – within the experience.
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