US EditionGoogle Rolls Out Agentic Commerce in Search and Gemini
Google's protocol enables AI agents to handle checkout for major U.S. retailers, aiming to streamline shopping with embedded discounts and seamless transactions.
- On Sunday, Google announced the Universal Commerce Protocol to let agentic AIs enable browsing and purchases inside Gemini and AI Mode, with `Buy` pulling payment from Google Pay and shipping from Google Wallet.
- Developed with input from Shopify, Target, Walmart and Wayfair, UCP is backed by Mastercard, Visa and American Express as Google seeks to monetize purchases via Gemini.
- Launching today, Business Agent lets shoppers chat with brands on Search and works with Lowe's, Michael's, Poshmark, Reebok, while Direct Offers embed discounts from Petco, e.l.f. Cosmetics, Samsonite and Rugs USA, and UCP eliminates connector needs, supporting Agent2Agent and Agent Payments Protocol.
- Context-first: With retailers agreeing to deeper integration, major retailers are permitting Google to handle more shopping on AI Mode in Search and Gemini, but Google did not clarify fees while testing ads.
- In the coming months, more advanced UCP features, including training agents on retailer data, will roll out amid competition from Perplexity, ChatGPT, and Copilot, which already offer similar checkout options.
24 Articles
24 Articles
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The retail AI protocol standards war is heating up. Google has unveiled a new open standard, the Universal Commerce Protocol (UCP), under the Apache 2 open source license. Google’s goal is for UCP to transform AI-driven product discovery into frictionless, instant purchases across its Search and Gemini software stack. Framed as core plumbing for “agentic commerce,” UCP is designed to enable AI agents, retail platforms and payment providers to tr…
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Amid the agentic commerce race, Shopify has been investing heavily in new products, features, and infrastructure to help merchants selling on its platform take full advantage of AI, which many believe is poised to reshape online retail. The Ottawa e-commerce giant announced yesterday that it has co-developed a new open standard for AI agent-based shopping with Google, partnered with Google and Microsoft to help consumers find and buy its merchan…
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