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Google has rolled out a new open standard designed to help AI tools work seamlessly across the online shopping journey, connecting retailers with shoppers ready to make a purchase. The announcement was made on Sunday, January 11, at the National Retail Federation’s annual conference in New York.
The protocol, known as the Universal Commerce Protocol (UCP), is designed to enable different AI agents to communicate with retailers and payment systems using a common system, rather than creating ad hoc technical connections for each platform. It covers product discovery, purchase and post-purchase support, According to Google.
Google said it co-developed the standard with a group of major e-commerce platforms and retailers, including Shopify, Etsy, Wayfair, Target and Walmart. More than 20 additional brands and payment companies, such as Visa, Mastercard and Stripe, have also endorsed the protocol.
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How the protocol is supposed to work
The UCP is designed to serve as a common language for various aspects of the shopping experience.
Instead of requiring separate integrations for each AI system and retailer, the UCP provides a basic set of rules and formats that everyone can adopt and use. It is designed to be compatible with other emerging standards for AI agents and payments.
Google plans to use the standard to support its new AI-mode checkout feature in Search and the Gemini app, allowing shoppers to complete purchases directly with participating merchants through these AI interfaces. Eligible US retailers can pay using payment details saved in Google Wallet and Google Pay, with PayPal supported later.
Retail traders remain the merchant of record and can customize how they use the protocol.
Retailer tools and ecosystem support
In addition to the open standard itself, Google said it is offering tools aimed at helping retailers engage with high-intent shoppers using artificial intelligence. For example, the Business Agent feature that allows brands to host conversational experiences in search results, answering customer questions in the voice of the brand, is now available.
The branded agent is available in Merchant Center to help products stand out more easily in conversational and agent shopping experiences.
Google is also piloting a feature called Live Deals, which allows retailers to push exclusive discounts to shoppers at moments when they seem likely to make a purchase. These initiatives are part of a broader effort to integrate more retail-specific capabilities into Google’s AI and commerce tools.
What this means for consumers
At this stage, the announcement focuses on technical standards and tools for companies and developers. Google said the protocol will begin enabling direct payments from eligible retailers in the US soon and will expand globally, adding more capabilities in the coming months.
There is no immediate change for most consumers at launch, and the broader impact will depend on how quickly retailers and AI platforms adopt the standard.
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