Google launches open protocol to power AI shopping

Google has unveiled a new open standard for what it calls agentic commerce and set out a set of related product, merchant and advertising updates for retailers using its shopping and search services.

The announcements centre on the Universal Commerce Protocol, a framework Google said it built with retailers and platforms. The company also introduced a branded chat feature in Search called Business Agent, new conversational data attributes in Merchant Centre, and a Google Ads pilot called Direct Offers.

Open Standard

Google described the Universal Commerce Protocol, or UCP, as an open standard that sets a shared language for software agents and commerce systems. It said the protocol covers stages of the shopping journey, from discovery and purchase through to post-purchase support.

Google said UCP reduces the number of separate integrations needed for different systems. It said the protocol works across consumer surfaces, retailers and payment providers.

The company said UCP works with other protocols that it named as Agent2Agent, Agent Payments Protocol and Model Context Protocol. It positioned UCP as compatible with existing industry approaches rather than a replacement.

Google said it co-developed UCP with Shopify, Etsy, Wayfair, Target and Walmart. It also said more than 20 other companies endorsed the work, including Adyen, American Express, Best Buy, Flipkart, Macy's, Mastercard, Stripe, The Home Depot, Visa and Zalando.

Checkout Feature

Google said UCP will underpin a new checkout feature for eligible product listings in AI Mode in Search and in the Gemini app. The company said shoppers will be able to check out from eligible US retailers while they research products.

Google said the checkout feature will use Google Pay. It said the feature can use payment methods and shipping information stored in Google Wallet. It also said it will add PayPal as a payment option.

Google said retailers will remain the seller of record. It said retailers can customise the integration.

Google also outlined further work it plans to carry out with retailers. It said it will expand the checkout feature globally and add more functions. It named product discovery for related items, applying loyalty rewards, and custom shopping experiences on Google.

Branded Chat

Google also announced Business Agent, a feature that lets shoppers chat with brands inside Search.

Google described it as a virtual sales associate that answers product questions using a brand's voice. It said the feature aims to connect retailers with consumers during shopping moments.

The company said Business Agent will go live with a set of retailers that includes Lowe's, Michael's, Poshmark and Reebok. Google said eligible US retailers will be able to activate and customise the agent via Merchant Centre.

Google said it will add further options over the coming months. It said retailers will be able to train the agent using their own data. It also said retailers will be able to access new customer insights, provide offers for related products and enable direct purchases inside the experience. It also referred to agentic checkout as part of that roadmap.

Merchant Data

Alongside the UCP and Business Agent announcements, Google said it is adding new data attributes in Merchant Centre. It said the attributes target discovery in what it called conversational commerce across AI Mode, Gemini and Business Agent.

Google said the attributes will work alongside existing product data feeds. It said the additions go beyond keywords and can include information such as answers to common product questions, compatible accessories or substitutes.

Google said it will roll out the new attributes with a small group of retailers first. It said it will expand access to more retailers over the coming months.

Ad Pilot

Google also introduced Direct Offers, a pilot within Google Ads. The company said it will let advertisers present exclusive offers to shoppers inside AI Mode when they appear ready to buy.

Google said it will start the pilot with discounts. It said it intends to expand the types of offers shown in AI Mode. It named bundles and free shipping as examples.

Google said it is working with brands and merchants including Petco, e.l.f. Cosmetics, Samsonite, Rugs USA and Shopify merchants on the Direct Offers pilot.

Google positioned the set of updates as part of a broader shift towards AI-driven shopping flows, where software agents carry out tasks on behalf of consumers. "The pace of innovation in retail is incredible, and agentic commerce - where AI completes tasks on people's behalf - is evolving from a concept to reality."

"This new era of shopping will be powered by AI. We look forward to building it together."