Google has introduced the Universal Commerce Protocol (UCP), an open standard designed to enable AI agents to handle various aspects of online shopping. The company developed the protocol in collaboration with Shopify, Etsy, Wayfair, Target, and Walmart.
The protocol allows AI agents to manage different stages of the customer journey, from product discovery to post-purchase support. Google states that UCP works alongside existing protocols such as Agent Payments Protocol, Agent2Agent, and Model Context Protocol. Businesses can select specific protocol extensions based on their needs.
Google plans to integrate UCP into AI Mode in Search and Gemini apps, enabling users to complete purchases directly from U.S. retailers. Customers will be able to pay using Google Pay and access shipping information stored in Google Wallet. PayPal support is also planned.
The protocol introduces new features for retailers and consumers. Brands can offer discounts to users during product searches in AI Mode. Google has added data attributes in Merchant Center to help sellers optimize their presence in AI search results. Merchants can also deploy branded AI-powered Business Agents within Google Search to answer customer questions.
Walmart is among the retailers implementing the new approach. The company announced a partnership with Google to enable shopping through Gemini’s browser and mobile app. Walmart’s chief e-commerce officer David Guggina says customers will be able to purchase apparel, consumables, entertainment, and food products from Walmart and Sam’s Club directly through Gemini. Walmart is also working with OpenAI on similar functionality.
Sources: TechCrunch, Bloomberg
