Google has outlined its approach to agentic commerce, a shopping model where AI systems assist users from discovery through purchase. The strategy was presented by Sundar Pichai, CEO of Google and Alphabet, who described the shift as a platform-level transition for retail driven by conversational AI.
The announcements cover the launch of the Universal Commerce Protocol (UCP), new AI-based retailer agents, expanded Merchant Center data capabilities, new ad formats in AI Mode, and delivery updates tied to Google’s retail ecosystem.
Universal Commerce Protocol (UCP)
UCP is an open-source standard designed to support agentic commerce across consumer interfaces, retailers, and payment providers. It introduces a shared language that allows AI agents to interact with business systems throughout the commerce lifecycle, including discovery, checkout, discounts, fulfillment, and order management.
The protocol is compatible with Agent2Agent (A2A), Agent Payments Protocol (AP2), and Model Context Protocol (MCP). It is built to integrate with existing retail infrastructure while reducing the need for one-off integrations between platforms.
UCP was co-developed with Shopify, Etsy, Wayfair, Target, and Walmart, and is endorsed by more than 20 partners across payments, commerce, and retail infrastructure.
Key characteristics include:
- A single integration layer replacing fragmented platform connections
- Standardized capability discovery and transport mechanisms
- Extensible architecture for future agent-driven use cases
- Tokenized payments with cryptographic proof of user consent
Retailers remain the merchant of record, retaining control over pricing, fulfillment, and customer relationships.
Native checkout in AI-driven shopping experiences
Using UCP, Google is enabling native checkout within conversational interfaces, allowing users to complete purchases without leaving the shopping flow.
The checkout experience will appear on eligible product listings in AI Mode in Search and the Gemini app. Transactions are completed using Google Pay, drawing from payment and shipping details stored in Google Wallet. Support for PayPal is planned.
The system also supports retailer-defined logic, including dynamic pricing, loyalty benefits, and personalized offers.
Business Agent for retailers
Google is introducing Business Agent, a branded AI interface that allows shoppers to interact directly with retailers on Search. The agent can answer product-related questions using retailer-provided data and brand-specific tone.
Retailers can manage and customize the agent through Merchant Center. Planned capabilities include agent-led checkout, personalized product recommendations, and access to customer interaction insights.
Gemini Enterprise for Customer Experience
Google announced Gemini Enterprise for Customer Experience, a platform designed to help retailers deploy agentic systems across shopping, support, and merchandising workflows.
The platform supports use cases such as digital shopping assistants, customer service bots, agent-powered search, and in-store assistance. It integrates with UCP and is built on open standards to support interoperability across systems.
Merchant Center data expansion
To support discovery in conversational shopping environments, Google is adding new structured data attributes to Merchant Center. These attributes extend beyond keywords and include responses to common product questions, compatible accessories, and substitute products.
The update is designed to improve how products surface across AI Mode, Gemini, and Business Agent experiences.
Direct Offers in AI Mode
Google is testing Direct Offers, a new Google Ads format that allows retailers to present discounts directly within AI Mode when users show high purchase intent.
The initial pilot focuses on discounts, with future support planned for bundles, free shipping, and other offer types. Offer visibility is determined by AI-based relevance signals rather than manual placement.
Delivery updates with Wing
Google also highlighted delivery as a component of the end-to-end shopping experience. Through its drone delivery subsidiary Wing, the company is expanding delivery coverage with Walmart following growth in existing U.S. markets.
Availability and rollout
- Universal Commerce Protocol (UCP): Available now as an open-source standard
- Native checkout via UCP: Rolling out on eligible U.S. product listings in AI Mode and the Gemini app
- Business Agent: Live with select U.S. retailers; broader rollout planned via Merchant Center
- Gemini Enterprise for Customer Experience: Available in preview
- New Merchant Center attributes: Rolling out initially to a limited group of retailers
- Direct Offers: Available as a limited Google Ads pilot in AI Mode
- Wing delivery expansion: Additional U.S. cities planned starting 2026
Outlook
Google positions UCP as foundational infrastructure for agentic commerce, aimed at reducing integration complexity while supporting AI-driven shopping across platforms. The company’s roadmap focuses on standardization, retailer control, and interoperability as conversational commerce continues to scale.