Google unveiled the Universal Commerce Protocol (UCP), an open standard that allows shoppers to buy products directly within AI Mode in Search and the Gemini app. Developed with giants like Walmart, Shopify, and Target, UCP enables “agentic commerce,” where AI assistants can handle the entire shopping journey without human redirects. This includes everything – from discovery to payment.
According to Google, the protocol will act as a shared language, allowing a user’s AI to coordinate with a retailer’s Business Agent to confirm stock, apply loyalty points, and finalize checkouts. While Google hosts the interface, retailers remain the “Merchant of Record,” keeping control over shipping and customer data. To boost sales, Google also introduced Direct Offers, an ad pilot that surfaces real-time discounts, like 20% off, the moment the AI identifies a high-intent buyer.
