Salesforce and Google expanded their partnership, with Salesforce agreeing to support Google’s Universal Commerce Protocol, an open standard for AI-driven shopping.
Salesforce said the protocol would be built into Agentforce Commerce to enable transactions within conversational AI tools.
The companies said UCP provided a standardized way for consumer AI systems, including Google’s Gemini app and AI Mode in Search, to connect directly to merchant back-end systems.
That included access to inventory, pricing, loyalty programs, and order processing in real time.
Salesforce said merchants using Agentforce Commerce would be able to offer native product discovery and checkout on Google’s AI surfaces, with payments supported through tools such as Google Pay.
The protocol also allowed AI agents to complete transactions or hand off to human agents when needed.
The companies said Salesforce would manage rollout timing, eligibility, and technical requirements with Google and other partners, but did not provide a launch date.
Why This Matters Today
If you sell products online, this created a new way for customers to buy without visiting a traditional storefront. Instead of browsing a website, shoppers could complete purchases inside AI conversations running in Google Search or Gemini.
The protocol also reduced the need for custom integrations.
By using a shared standard, Salesforce said merchants could connect their catalogs and fulfillment systems to AI-driven shopping with less engineering work.
The move reflected a broader shift toward agent-based commerce, where software handled discovery, recommendations, and checkout, while retailers kept control of inventory, branding, and customer relationships.
Our Key Takeaways:
- Salesforce added support for Google’s Universal Commerce Protocol to its Agentforce Commerce platform.
- The standard allowed AI tools like Gemini and Google Search to connect directly to merchant systems for discovery and checkout.
- Salesforce said rollout details would be shared later as technical and partner requirements were finalized.
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