Google announced a new set of retail tools aimed at what it calls an “agentic shopping” era, where AI systems help consumers discover and buy products.
The update includes the launch of the Universal Commerce Protocol, or UCP, an open standard designed to let AI agents, retailers, and payment systems work together.
UCP was developed with partners including Shopify, Etsy, Wayfair, Target, and Walmart, and is supported by more than 20 other companies such as Mastercard, Visa, Stripe, and American Express.
Google said the protocol will enable agents to handle discovery, checkout, and post-purchase support without requiring custom integrations for each platform.
The protocol will first power a new checkout option on eligible Google product listings inside AI Mode in Search and the Gemini app. U.S. shoppers will be able to complete purchases using Google Pay and saved details from Google Wallet, with PayPal support planned. Retailers will remain the seller of record.
Google also introduced Business Agent, a branded AI assistant that enables shoppers to chat directly with retailers in Search.
The tool launches with partners including Lowe’s, Michaels, Poshmark, and Reebok, and will later support direct purchases and customized offers.
Why This Matters Today
Shopping is increasingly moving into conversational and AI-driven interfaces rather than traditional web pages.
For you, this means buying decisions may happen inside search and chat tools instead of on separate retailer sites.
The move also shifts how retailers compete for attention.
Open standards like UCP aim to prevent a single platform from controlling agent-based commerce while still allowing large tech firms to shape how checkout and discovery work.
Our Key Takeaways:
- Google launched the Universal Commerce Protocol to connect AI agents, retailers, and payment systems across the shopping journey.
- The protocol will enable in-chat checkout on Google’s AI surfaces using Google Pay and, later, PayPal.
- Google also introduced branded AI shopping agents and new ad formats to help retailers reach high-intent buyers in conversational search.
You may also want to check out some of our other tech news updates.
Wanna know what’s trending online every day? Subscribe to Vavoza Insider to access the latest business and marketing insights, news, and trends daily with unmatched speed and conciseness. 🗞️
