UCP: Google launches a universal protocol to transform shopping with AI

Google is taking a major step forward in online commerce with the announcement of the Universal Commerce Protocol (UCP), a new open standard designed to facilitate AI-assisted shopping. Developed in partnership with retail giants like Shopify, Etsy, Wayfair, Target and Walmart, this protocol aims to create a common language that allows AI agents to interact effectively throughout the shopping journey.

A protocol to unify AI-driven commerce

The Universal Commerce Protocol is a technical infrastructure designed to to facilitate interactions between AI agents, payment systems, and commerce platformsUnlike current approaches that require individual connections for each agent, the UCP establishes a common language that allows all agents to communicate easily.

The protocol integrates with existing standards such as Agent2Agent (A2A), Agent Payments Protocol (AP2), and Model Context Protocol (MCP) that Google had adopted at the end of 2025This compatibility allows companies to gradually adopt the system by choosing the extensions that match their specific needs.

More than 20 well-known companies have already endorsed the initiative, including Adyen, American Express, Best Buy, Carrefour, Mastercard, Stripe, The Home Depot and Visa. This widespread support attests to the strategic importance this protocol represents for the future of online commerce.

Shop without leaving Google

The first concrete application of the UCP takes the form of a a new checkout feature integrated into Google Search's AI Mode and the Gemini app. American users will soon be able to complete their purchases directly on Google surfaces during their search phase, without being redirected to merchants' websites.

The system relies on Google Pay and uses the payment and shipping information already saved in Google WalletPayPal support is also planned soon. Retailers retain their status as the official seller and can customize the integration according to their needs while avoiding cart abandonment.

Google plans togradually expand the capabilities of this feature with related product discovery, the application of loyalty programs and the creation of personalized shopping experiences. An international rollout is also planned in the coming months.

Business Agent: a virtual assistant for every brand

Business Agent represents a new approach that allows brands to integrate a personalized conversational agent directly into Google search results. This system works like a virtual sales advisor capable of answering product questions while respecting the brand's tone and style.

The service has been available since January 12 for eligible U.S. retailers, with launch partners including Lowe's, Michael's, Poshmark and Reebok. Merchants can activate and customize their agent via Merchant Center.

Future developments will allow retailers to train the agent on their own data, access advanced customer insights, offer deals on related products and enable direct purchases within the conversational interface, including AI-powered checkout.

Direct Offers: exclusive discounts in AI mode

Google is also launching Direct Offers, an advertising pilot program that allows advertisers to offer exclusive deals to users searching for products in AI mode. The system identifies opportune moments to display special discounts while the user compares options.

Operation is based on campaign parameters where retailers define their offers, while Google's AI determines when to show them based on relevance. For example, during a detailed search for a rug suitable for a high-traffic dining room, relevant retailers can offer a 20% discount.

Early partners include Petco, e.l.f. Cosmetics, Samsonite, Rugs USA and Shopify merchants. The pilot initially focuses on discounts but will expand to include other attributes that enhance offers, such as bundles or free shipping.

Optimize your presence in the conversational era

Google introduces dozens of new data attributes in Merchant Centerattributes specifically designed to facilitate discovery in the conversational commerce era. These attributes go beyond traditional keywords to include elements like answers to frequently asked questions, compatible accessories, or substitute products.

This new data feeds surfaces like AI mode, Gemini and Business Agent. The rollout begins with a limited group of retailers before progressively expanding over the coming months. This evolution responds to a fundamental shift in how consumers discover and buy products.

Implications for retail

Integrating checkout into AI mode profoundly changes the traffic equation for e-commerce sites. Users can now search, compare and buy without ever visiting the retailer's siteThe sale still takes place, but the visit may disappear.

For merchants participating in the UCP, this evolution offers direct access to high-intent buyers at the exact moment of the purchase decisionThose who do not participate risk seeing their products less visible when users expect to complete their transactions without leaving Google.

On that note, Adobe noted in a recent report that traffic generated by generative AI to merchant sites increased by 693.4% during the holiday period, although the report does not specify the conversion rate of that traffic into actual sales.

Multi-platform adoption

Google's initiative is part of a broader trend of AI integration into commerce. Shopify also announced a similar integration with Microsoft Copilot the same day, allowing customers to complete their purchases within the conversational flow.

Amazon, Walmart and OpenAI are also developing their own standards and products to integrate AI into every aspect of shopping. This convergence suggests that agent-assisted commerce is becoming a true norm rather than a mere experiment.

Google's approach with UCP is distinguished by its open, collaborative nature, aiming to create an ecosystem where agents, businesses and consumers can interact seamlessly, regardless of the platforms used.

The article "UCP: Google launches a universal protocol to transform shopping with AI" was published on the site Abondance.