Google Launches the Universal Commerce Protocol (UCP) to Streamline AI-driven Retail Transactions

UCP aims to simplify the checkout process on Google platforms for eligible U.S. retailers.

Google has launched the Universal Commerce Protocol (UCP), an open standard designed to enable AI-driven retail transactions. The protocol is intended to streamline the shopping journey from discovery to post-purchase support by establishing a common language for agents and systems across consumer surfaces, businesses, and payment providers.

The UCP will initially power a new checkout feature on eligible Google product listings in AI Mode in Search and the Gemini app. This feature will allow shoppers to complete purchases directly from eligible U.S. retailers while researching products on Google. The checkout process will utilize Google Pay, with plans to integrate PayPal soon. Retailers will maintain their status as the seller of record and can customize the integration to meet their specific needs.

Additionally, Google has introduced Business Agent, a tool that enables shoppers to interact with brands directly on Search. This feature allows retailers to engage with consumers during shopping moments and facilitate sales. Business Agent is available to eligible U.S. retailers and can be customized in the Merchant Center.

Google is also testing a new Google Ads pilot called Direct Offers, which allows advertisers to present exclusive offers directly in AI Mode. This initiative aims to enhance shopper value and help retailers close sales. The pilot is currently focusing on discounts, with plans to expand to other offer types such as bundles and free shipping.

Discover more at Google.