Google has introduced a new open standard to let AI shopping agents talk to any retailer or payment system with one shared setup instead of custom links for every platform.
At a Glance
- Google revealed the Universal Commerce Protocol on January 11 at the National Retail Federation show in New York.
- More than 30 companies-including Shopify, Etsy, Target, Walmart, Visa, Mastercard and Stripe-already back the standard.
- Shoppers in the US will soon check out inside Google’s AI Mode and Gemini app using saved Wallet or PayPal details.
- Why it matters: One common language could speed up AI-powered purchases everywhere you shop online.
One Protocol to Connect Them All
The Universal Commerce Protocol, or UCP, gives AI agents and retailers a single rulebook for product search, checkout and post-purchase help. Google co-developed the spec with major commerce platforms so any AI assistant can plug in once and work with every participating store.
Instead of building separate integrations, retailers adopt UCP and instantly become compatible with Google’s AI Mode, Gemini and, in theory, any other AI service that adds the same standard.
Launch Partners Cover the Checkout Chain
Google listed the following supporters:
- E-commerce platforms: Shopify, Etsy, Wayfair
- Big-box retailers: Target, Walmart
- Payment networks: Visa, Mastercard, Stripe, with PayPal coming later
More than 20 additional brands have also endorsed the protocol, according to the company.
Consumer Rollout Starts in the US
Eligible US retailers can let shoppers complete purchases without leaving Google’s AI interfaces. Buyers authenticate with payment details already saved in Google Wallet or Google Pay; PayPal support is slated for a future update. Retailers keep merchant-of-record status and can tailor how they use the protocol.
Google said global expansion and extra features will follow in the coming months.
New Retailer Tools Debut Alongside UCP
Google announced two companion features:
- Business Agent: Brands can host conversational answers in search results, speaking in their own voice. The tool is now live inside Merchant Center.
- Direct Offers: A pilot program that pushes exclusive discounts when AI detects a shopper is ready to buy.
Both services aim to turn high-intent traffic into faster sales for retailers who adopt UCP.
What Shoppers Notice Today-Not Much
At launch, the news is mainly behind-the-scenes. Most consumers will not see a difference until retailers and AI platforms finish adding UCP. The broader impact depends on how quickly the ecosystem adopts the standard, Olivia M. Hartwell reported for News Of Losangeles.
Key Takeaways
- UCP acts as a shared language for AI agents and retailers, covering discovery to post-purchase.
- Over 30 major commerce and payment firms have already signed on.
- US shoppers will soon check out inside Google AI experiences using Wallet, PayPal and standard card rails.
- Business Agent and Direct Offers give retailers new ways to capture intent-rich traffic.
- Everyday users may not notice changes immediately; adoption speed will dictate future convenience.
