Google Introduces Universal Commerce Protocol to Power AI-Driven Shopping

Google has announced a new open standard aimed at transforming how shopping works with AI agents. Revealed at the National Retail Federation conference, the Universal Commerce Protocol, or UCP, is designed to help AI agents handle multiple parts of the buying journey, from product discovery to post-purchase support, without relying on separate systems for each step.

The protocol has been developed in collaboration with major retail and commerce companies, including Shopify, Etsy, Wayfair, Target, and Walmart. Google said UCP allows agents to work across different stages of commerce through a shared framework, making interactions between shoppers, businesses, and AI systems more seamless. Instead of connecting to multiple specialized agents, companies can rely on one standard that supports a range of shopping-related tasks.

Google noted that UCP works alongside other agent-focused standards, such as the Agent Payments Protocol, Agent2Agent, and the Model Context Protocol. Businesses and developers can choose only the parts of UCP that fit their needs, giving them flexibility in how they adopt the system.

The company also revealed plans to use UCP in eligible Google product listings shown in AI mode within Search and the Gemini apps. This will allow U.S.-based shoppers to complete purchases directly while researching products. Payments can be made using Google Pay, with shipping details pulled from Google Wallet. Support for PayPal is expected to be added soon.

Shopify CEO Tobi Lutke said AI agents are especially powerful at connecting people with products they might not have actively searched for, creating moments of discovery that can lead to better shopping experiences. On the same day, Shopify announced a similar shopping integration with Microsoft Copilot, highlighting growing competition in AI-powered commerce.

Google is also expanding promotional tools for brands, allowing them to offer real-time discounts when users ask AI-powered product recommendation queries. In addition, merchants will gain new data options in Google Merchant Center to better showcase products across AI search features.

The company is further allowing merchants to embed branded AI-powered business agents into Google Search to answer customer questions. Retailers such as Lowe’s, Michaels, Poshmark, and Reebok are already using the feature. Google also introduced Gemini Enterprise for Customer Experience, a suite designed to manage shopping and customer service for retailers and restaurants.

As companies like Google, Amazon, Walmart, and OpenAI continue to push AI deeper into commerce, industry data suggests AI-driven traffic to seller websites is rising sharply, signaling a major shift in how people discover and buy products online.