Google launches Universal Commerce Protocol for agent-led shopping

Google today unveiled the Universal Commerce Protocol (UCP), an open standard that lets AI agents work across the entire shopping journey, from discovery to purchase to post-sale support.

Additionally, Google is introducing new AI tools for retailers, including branded shopping agents and ad formats optimized for AI-driven discovery.

About UCP. UCP establishes a shared language between AI agents and commerce systems, removing the need for custom integrations across agents or platforms.

• UCP works with existing standards (e.g., Agent2Agent, Agent Payments Protocol, and Model Context Protocol).
• Google co-developed it with partners including Shopify, Etsy, Wayfair, and Target.
• More than 20 additional companies across retail and payments have already endorsed it.

What’s changing. UCP will soon power a new checkout experience for eligible Google product listings in AI Mode in Search and in the Gemini app. Shoppers will be able to complete purchases while researching, using Google Pay with saved payment and shipping details, with PayPal support coming soon.

• The system aims to reduce cart abandonment while giving retailers the flexibility to tailor integrations to their needs, Google said.
• Additional features like loyalty rewards, related product discovery and custom shopping experiences are planned.

Business Agent. At the same time, Google is launching Business Agent, a branded AI assistant that lets shoppers chat directly with retailers on Search. It acts like a virtual sales associate, answering questions in a brand’s voice at high-intent moments.

• Retailers including Lowe’s, Michael’s, Poshmark, and Reebok are live at launch, with deeper customization, data training, and direct purchasing — including agent-led checkout — coming later.

Direct Offer. On the monetization side, Google is introducing Direct Offers, a new Google Ads pilot within AI Mode. The format lets advertisers surface exclusive discounts when AI detects a shopper is close to buying.

• Google plans to expand beyond discounts to include bundles, free shipping, and other value-based incentives.

Why we care. Agentic shopping will change where and how purchase decisions happen, often before a shopper ever reaches a retailer’s site. Google’s new protocols and AI surfaces shift influence to high-intent moments inside AI-driven discovery, not just traditional search ads.

Tools like Direct Offers and branded agents give advertisers new ways to close the sale, protect margins, and stay visible as AI becomes the front door to commerce. Whether higher conversion and margin control will offset the loss of direct site traffic remains an open question.

Bottom line. Google sees agentic shopping as inevitable. With UCP and its new retail tools, Google aims to keep AI-driven commerce open and ensure retailers stay in the loop as agents take over the buying journey.