Google has rolled out a new open standard along with AI-based tools to support retailers as shopping slowly shifts toward an “agent-led” model, where AI helps users make buying decisions.
The new system is called the Universal Commerce Protocol, or UCP. It is meant to connect AI agents, online stores, and payment services so they can work together without complex technical setup. Google says this could remove the need for retailers to build separate integrations for every new AI platform.
The company believes shopping powered by AI should not be controlled by one system or player. Instead, it wants an open structure where different platforms can interact smoothly and fairly.
UCP has been shaped with input from large retailers and ecommerce platforms, while several global payment companies have also supported the initiative. Google says the protocol fits alongside existing agent and payment standards, helping different systems understand each other without friction.
How Google Plans to Change the Checkout Experience
One of the first visible changes will appear in Google’s AI-powered search experience. Soon, some product listings will allow shoppers in the US to complete purchases while still researching items. Payments will be handled through Google Pay, using saved details from Google Wallet. Support for other payment options is expected later.
Google clarified that retailers will continue to manage sales directly and remain responsible for fulfilment. Businesses will also be able to adjust how the system works for their own needs. The company believes earlier access to checkout could help reduce abandoned carts.
Along with UCP, Google also introduced Business Agent, an AI assistant that lets shoppers talk directly with brands through Search. These agents can answer questions in a retailer’s own tone and help customers move closer to a buying decision.
The feature will first launch with a small group of retailers. Eligible businesses in the US can enable it through Merchant Centre. Over time, brands will be able to train these agents using their own data, understand customer behaviour better, and even complete purchases inside the chat itself.
To make conversational shopping more accurate, Google is also expanding product data options in Merchant Centre. These updates focus on real buyer concerns, such as frequently asked questions, product compatibility, and alternative choices.
On the advertising side, Google announced a new pilot called Direct Offers. This allows retailers to show targeted discounts directly inside AI-driven search results. The system uses signals of strong purchase intent to decide when an offer should appear.
For now, the pilot focuses on discounts, but Google plans to add more options such as bundles and free shipping. A few consumer brands are already testing the feature.
Overall, the updates point to a future where searching, asking questions, and buying happen in one continuous flow — guided quietly by AI, but still controlled by retailers.
