Google has announced a new open standard for agentic commerce called Universal Commerce Protocol, or UCP. The framework is designed to integrate AI agents with online shopping platforms, streamlining the process of how consumers discover products, complete purchases, and receive post-purchase support.
This should make it a lot easier for consumers to automatically shop online with AI without having to manually go through several webpages.
Google Search Shopping Upgrade
As part of UCP’s rollout, Google is introducing three new shopping-focused features. First, Google’s AI Mode in Search will gain a built-in checkout option. This feature allows users to purchase eligible products directly within Google Search.
The checkout experience currently supports Google Pay. Google said PayPal support will be added soon, along with additional features such as related product discovery and the ability to use loyalty points during checkout.
Tools for Sellers and Advertisers
On the seller side, UCP introduces a new Business Agent feature. Google describes it as a virtual sales associate capable of answering customer questions using a brand’s own voice. The Business Agent is set to launch tomorrow, with early adopters including Lowe’s, Michaels, Poshmark, and Reebok.
UCP also enables a new Direct Offers feature aimed at advertisers. This tool enables retailers running Google Ads to present exclusive offers directly within AI Mode when users are ready to make a purchase. Direct Offers will work alongside the AI Mode ads Google is currently testing.
Industry Support and Compatibility
Google said UCP is built to work with existing industry standards, including Agent2Agent, Agent Payment Protocols, and Model Context Protocol. The company added that the framework was co-developed with major commerce platforms such as Shopify, Etsy, and Walmart.
Additional companies across the commerce ecosystem have endorsed the protocol, including Macy’s, Stripe, and Visa.
According to Google, Universal Commerce Protocol aims to connect Search, retailers, and payment processors into a single workflow that covers product discovery, checkout, and post-purchase support.
Afaq making stuff up as usual