Google has unveiled a bold new vision for online shopping, calling it agentic commerce. This model uses artificial intelligence systems to handle shopping tasks automatically for users. The company announced this in a blog post on Sunday, stating that the approach is now moving from theory into real-world use.
Open Standard Launched for Agent-Led Shopping
At the heart of the announcement is the launch of the Universal Commerce Protocol, or UCP. Google describes UCP as an open standard designed to let AI agents, retailers, and payment systems work together seamlessly. It covers the entire shopping journey, from product discovery to checkout and post-purchase support.
Instead of needing separate integrations for each AI agent, UCP provides a shared framework. This makes it easier for different systems to interact. The protocol works across various retail categories and alongside existing industry standards like Agent2Agent and the Agent Payments Protocol.
Google developed UCP with input from major companies. These include American Express, Shopify, Etsy, Wayfair, Flipkart, Target, and Walmart. More than twenty firms across payments, retail, and e-commerce platforms have backed the protocol.
AI-Powered Checkout to Appear in Search and Gemini
Google said UCP will initially support a new checkout option on eligible product listings. These will appear in AI Mode in Search and within the Gemini app. Users in the United States can complete purchases while still researching products. They won't need to be redirected to a separate retailer website.
Payments will be handled through Google Pay, using details already stored in Google Wallet. Support for PayPal is expected to follow soon. Retailers will remain the seller of record and can tailor the integration to suit their own systems.
Additional features are planned for later phases. These include loyalty rewards, related product discovery, and expanded international availability.
Branded AI Agents for Retailers
The company also announced the introduction of Business Agent. This tool allows shoppers to interact with brands through a conversational interface directly on Google Search. It acts as a digital sales assistant, answering product queries using information and tone provided by the retailer.
Business Agent is set to go live with selected US retailers. These include Lowe's, Michael's, Poshmark, and Reebok. Eligible merchants can activate and manage the agent through Google Merchant Center. Future updates may allow retailers to train agents on their own data, offer promotions, and enable in-chat purchases with AI-led checkout.
New Data Attributes for Conversational Commerce
To support shopping through conversational interfaces, Google is adding new data attributes within Merchant Center. These help products surface more accurately in AI-driven experiences like AI Mode, Gemini, and Business Agent.
The additional attributes go beyond traditional keywords. They may include information such as answers to common customer questions, compatible accessories, and alternative products. The rollout will begin with a limited group of retailers before expanding more widely.
Direct Offers Introduced in AI Mode Ads
Google also revealed a new advertising pilot called Direct Offers. It targets shoppers who are close to making a purchase. The feature allows advertisers to display exclusive discounts directly within AI Mode results.
Key Takeaways
- Google's agentic commerce model aims to enhance the online shopping experience by integrating AI tools.
- The Universal Commerce Protocol facilitates easier interactions between AI, retailers, and payment systems.
- Direct Offers will provide exclusive discounts directly within search results, targeting consumers ready to purchase.
