Google has unveiled the Universal Commerce Protocol, a new open standard to streamline ai-driven online shopping across retailers and payment systems. Announced at the National Retail Federation's annual conference in New York on January 11, the protocol aims to create a shared framework for ai agents to handle product discovery, purchases, and support. Major retailers and payment firms have already endorsed the initiative.
The Universal Commerce Protocol (UCP) seeks to eliminate the need for custom integrations between individual ai systems and retailers. Instead, it establishes a common set of rules and formats that facilitate communication throughout the shopping process. Developed in collaboration with e-commerce leaders such as Shopify, Etsy, Wayfair, Target, and Walmart, the standard has garnered support from over 20 other brands and payment providers, including Visa, Mastercard, and Stripe.
Google intends to integrate UCP into its ai features, starting with a checkout option in ai Mode within Search and the Gemini app. This will allow us shoppers to complete transactions using saved details from Google Wallet or Google Pay, with PayPal integration planned for later. Retailers will retain control as the merchant of record and can tailor their implementation of the protocol.
Complementing the standard, Google has rolled out tools to enhance retailer-ai interactions. The Business Agent feature, now available, enables brands to deliver conversational responses in search results using their own voice. A branded agent in the Merchant Center helps products appear more prominently in ai-assisted shopping. Additionally, a pilot program called Direct Offers allows retailers to send targeted discounts to high-intent buyers.
While the launch emphasizes backend standards and developer tools, consumer-facing changes remain limited at this point. Eligible us retailers can soon enable direct checkout, with plans for global expansion and further capabilities in the coming months. The protocol's success will hinge on widespread adoption by the retail and ai sectors.
