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1h ago

Google Launches Universal Commerce Protocol to Power AI Shopping and Native Checkout

Google positions retailer-controlled, open rails to move AI shopping from recommendation to purchase on its Search and Gemini surfaces.

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Overview

  • Co-developed with Shopify, Etsy, Wayfair and Target, the standard is endorsed by 20+ players including Walmart, Visa, Mastercard, Stripe, Best Buy, Macy’s and The Home Depot.
  • Native checkout is beginning in AI Mode and the Gemini app for eligible U.S. retailers using Google Pay, with PayPal support promised soon and global expansion planned in the coming months.
  • Retailers remain the seller of record with customizable integrations, and the Apache 2–licensed protocol works with Agent Payments Protocol, Agent2Agent and the Model Context Protocol.
  • Business Agent in Search is live with early partners such as Lowe’s, Michaels, Poshmark and Reebok to answer product questions in a brand voice, with direct purchases slated to follow.
  • Google is testing Direct Offers in AI Mode to surface exclusive discounts to high‑intent shoppers, as UCP enters a field with competing agentic commerce efforts from OpenAI/Stripe and Amazon.