Overview
- UCP is available now as an open, community-driven standard that models the full shopping journey and works with AP2, Agent2Agent and MCP.
- Google will power native checkout on eligible product listings in AI Mode and in the Gemini app in the United States, starting with Google Pay and adding PayPal next.
- The protocol was co-developed with retailers such as Shopify, Target and Walmart and is endorsed by more than 20 partners, including American Express, Mastercard, Stripe and Visa.
- Brands can add a branded Business Agent in Google Search today, and Google introduced Gemini Enterprise for customer experience to handle shopping queries and support.
- Industry reactions cite potential loss of merchant control and significant integration work, while Google counters pricing concerns by saying personalized upselling shows premium options and its Direct Offers pilot cannot raise prices.