Google unveils the Universal Commerce Protocol (UCP) today at the National Retail Federation (NRF) conference. The protocol sets a new standard for AI-based shopping.
Developed with major partners—including Shopify, Walmart, Target, Wayfair, and Etsy—UCP allows AI agents to manage the entire buying process. This includes product discovery, checkout, and post-purchase support across different platforms.
Google unveils plans to integrate UCP into its Search AI mode and Gemini apps soon. Users in the U.S. will be able to research products, pay via Google Pay, and use stored shipping information in Google Wallet. PayPal support is expected later.
Shopify CEO Tobi Lütke praised Google’s initiative. He said AI can create “unexpected, positive experiences” by helping users find the perfect products. Shopify recently introduced a similar checkout integration with Microsoft’s Copilot.
Google is also introducing tools to help sellers reach consumers through AI interfaces. Brands can offer targeted discounts to users searching for recommendations in AI modes. Merchants can embed branded AI-powered Business Agents directly into Google Search to answer customer questions. Retailers like Lowe’s, Michaels, and Reebok already use this feature.
In addition, Google unveiled Gemini Enterprise for Customer Experience (CX). This new suite helps large retailers and restaurants manage shopping and service interactions efficiently.
The move shows Google’s increasing focus on AI commerce. Adobe reported a nearly 700% surge in traffic to seller sites driven by generative AI during the last holiday season, highlighting the growing role of AI in retail.
Experts say Google unveils a strategy that could transform online shopping. By combining AI with seamless payment and personalized recommendations, the tech giant aims to make buying faster and easier for consumers.
This initiative marks a major step in the evolution of AI-driven retail, providing new opportunities for both users and sellers.
In other news read more about: Google Launches AI Cyber Defense Initiative
