Google is intensifying its focus on the future of retail with the launch of the Universal Commerce Protocol (UCP), a new open standard designed to accelerate “agentic commerce.” This framework aims to seamlessly integrate artificial intelligence agents with online shopping platforms, reducing friction for consumers and creating new avenues for transactions. By acting as a bridge between shoppers and merchants, the protocol is intended to streamline the entire purchasing journey, from product discovery to final payment.
For consumers, the immediate impact of UCP is a new checkout capability integrated directly into Google Search’s AI mode. This feature allows users to buy eligible products from select U.S. retailers without leaving the search interface. While the initial launch supports transactions via Google Pay, Google plans to expand the service to include PayPal and integrate features for related product discovery and loyalty point usage, further centralizing the shopping experience.
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On the merchant side, the protocol introduces the “Business Agent,” a virtual sales associate capable of answering product-related questions in a brand’s specific voice. Early adopters of this technology include major retailers such as Lowe’s, Michaels, Poshmark, and Reebok. Additionally, a new “Direct Offers” feature will allow advertisers to target high-intent shoppers with exclusive deals directly within AI Mode, working in tandem with the advertisements Google is currently testing in that space.
The launch represents a significant industry collaboration, with UCP co-developed alongside e-commerce giants like Shopify, Etsy, and Walmart. The initiative has also garnered endorsements from major financial players, including Visa, Stripe, and Macy’s. Google notes that the protocol is compatible with existing standards like Agent2Agent and the Model Context Protocol, ensuring it can support the full spectrum of commerce, including post-purchase support and customer service.
