Google has introduced an open standard known as the Universal Commerce Protocol (UCP) to expand agentic commerce capabilities. This system merges AI agents with digital retail environments to streamline consumer purchasing processes.
The UCP rollout brings three fresh e-commerce tools from Google. First, AI Mode in Google Search now includes a checkout option enabling users to acquire suitable items from specific U.S. vendors. It presently integrates with Google Pay, but PayPal support is forthcoming, alongside expansions like recommending similar products and applying reward points.
For vendors, UCP introduces the Business Agent, which Google describes as a digital assistant capable of addressing item-related queries in the company's distinctive style. This service rolls out the next day with initial partners such as Lowe’s, Michaels, Poshmark, Reebok, and several others. Furthermore, the Direct Offers tool under UCP permits Google advertisers to showcase unique promotions to intent-ready buyers straight within AI Mode. It pairs with the AI Mode advertising experiments Google is conducting.
UCP unites Google Search, merchants, and payment services to simplify web-based buying, covering aspects from product selection and transactions to after-purchase assistance. Google notes that UCP works alongside established standards including Agent2Agent, Agent Payment Protocols, and Model Context Protocol. The protocol was collaboratively built with key industry leaders like Shopify, Etsy, and Walmart, and backed by broader commerce participants such as Macy's, Stripe, Visa, and additional entities.