Google has introduced the Universal Commerce Protocol (UCP), a new open standard designed to power agentic commerce. This next step in online shopping lets AI agents like Google Search’s AI Mode and the Gemini app interact seamlessly with retailers, inventory systems, payment providers, and merchant back ends. Big names including Shopify, Etsy, Walmart, Target and Wayfair are already backing the standard, and over 20 others (including American Express, Mastercard, Stripe and Visa) have already signed on.
Think of UCP as a shared language that helps different AI systems talk to each other. The protocol removes the fragmentation that currently slows ecommerce integration for AI-powered shopping, so instead of every AI shopping assistant needing its own custom connection to your store, UCP creates one vendor-agnostic standard that works across all of them. The protocol works with existing standards like Agent2Agent, Google’s Agent Payments Protocol (AP2) and Model Context Protocol (MCP).
What Google’s Universal Commerce Protocol Does
This means AI assistants work across the entire shopping lifecycle. They can not only suggest products in the discovery phase, but also help complete purchases through checkout and post-purchase support – without you needing to build separate integrations for every single AI platform. It also means that users can complete purchases directly inside experiences like AI Mode in Search or the Gemini app without being redirected to external sites (and retailers maintain control as the merchant of record).
Someone searching for “waterproof hiking boots” can now complete their purchase right there in the AI conversation, using Google Pay with their saved payment details. PayPal support’s coming soon as well. And as the seller of record, retailers can customise the integration to fit their needs, capturing sales at the exact moment customers are ready to buy. No more abandoned carts because shoppers got distracted between the product page and checkout.
Google’s aim with UCP is to accelerate the adoption of AI-driven commerce experiences by creating a foundation that multiple parties – AI platforms, retailers, payment providers and developers – can build on. The protocol also opens the door for features like Direct Offers (that present exclusive promotions to shoppers in real time). Google’s also planning to add more features over the coming months, including loyalty rewards integration, related product suggestions and custom shopping experiences.
Business Agent Brings Your Brand into AI Conversations
Google’s also launching something called Business Agent, which is essentially a virtual sales assistant for your business that lives directly in Google Search. It works like having a knowledgeable member of staff who can answer product questions in your brand’s voice, right when potential customers are looking. Lowe’s, Michael’s, Poshmark and Reebok are already using it. Eligible US retailers can activate and customise this through Merchant Center. Later this year, they’ll be able to train it on their specific product data, see customer insights and enable direct purchases within the conversation itself.
Making Products Visible in AI-Powered Shopping
The Universal Commerce Protocol (UCP) signals a shift in how AI and search will shape the future of commerce visibility. Discovery and purchasing become far more tightly integrated with AI interfaces, meaning the lines between visibility and conversion can blur. The protocol is Google’s attempt to ensure retailers aren’t left behind. It’s about keeping you visible and making it easy for AI systems to connect shoppers with your products, no matter which AI assistant they’re using.
Google is introducing dozens of new data attributes in Merchant Center specifically designed for conversational commerce. These go beyond traditional product descriptions and keywords – you can now include things like answers to common questions about your products, compatible accessories or suitable alternatives. It’s about helping AI understand (and recommend) your products.
Adapting for Agentic Commerce
For those who are already investing in SEO and PPC, this feels like the next logical step – your products need to be discoverable in traditional search results and in AI conversations. Schemas, feeds, Merchant Center accuracy and structured product data are now table stakes if you want AI agents to recognise, surface and transact with your catalogue effectively. The practical impact of UCP will evolve over the coming months, but there are immediate actions to consider:
- Ensure your product data and structured schemas meet the new expectations that AI agents rely on → missing fields like “hasMerchantReturnPolicy” or shipping details can make products invisible to agents even if they rank well in traditional search.
- Think about visibility in AI shopping surfaces (not just search listings) → being agent-ready could eventually drive meaningful commerce without users ever visiting your site.
- Don’t silo optimisation → ecommerce SEO, Merchant Center compliance, paid feeds and customer trust signals like reviews all contribute to whether an AI agent surfaces your products.
The Last Word
Is your ecommerce infrastructure ready for the next era of AI shopping? At Herdl, we’re helping clients prepare their product information, content and technical setup for agentic commerce. We’re here to help you make sense of these developments and stay visible where purchase decisions happen. Get in touch with our team to align your SEO, GEO, and ecommerce strategy with this emerging standard.