Google has announced a new open standard called the Universal Commerce Protocol (UCP) for AI-driven shopping.
Source: Google.This solution was developed in collaboration with Shopify, Etsy, Wayfair, Target, and Walmart, enabling agents to operate at various stages of the purchasing process.
The standard aims to simplify the acquisition process, which currently requires integration with different AI assistants.
According to Google representatives, UCP is compatible with other similar protocols such as Agent Payments Protocol, Agent2Agent, and Model Context Protocol. Businesses can select specific tools that meet their needs.
Google will implement UCP in its AI-powered search engine and the Gemini app, allowing users to place orders directly with U.S. retailers while searching for products.
Payments will be processed through Google Pay, with future support for PayPal. Delivery information will be stored in Google Wallet.
“This is one of the most exciting features of the agent approach. It’s great for finding people with specific interests and matching them with products that fit perfectly. For instance, I might never search for a specific item, but it somehow finds me. That’s when the best commercial opportunities arise,” commented Shopify CEO Tobi Lutke.
His company previously offered a similar integration with Microsoft Copilot for shopping, allowing users to place orders during conversations with AI.
Other Google Tools
Google has announced additional commerce solutions, enabling brands to offer special discounts to users who follow AI-generated recommendations.
For example, if a user searches for a rug with the following prompt:
“I’m looking for a modern, stylish, high-quality rug for my dining room. It’s important that it’s easy to clean.”
Brands can set up advertising campaigns to offer discounts during the search.
The company has also provided new data attributes in Merchant Center, allowing sellers to better position their products in AI-driven search results.
Google enables retailers to integrate an AI-based business agent into Google Search to answer customer inquiries. Lowe’s, Michael’s, Poshmark, and Reebok are already utilizing this feature.
The tech giant has announced Gemini Enterprise for Customer Experience—a toolkit for managing purchases and customer service, aimed at retailers and restaurants.
AI Shopping Trend
Automated AI shopping is becoming a trend, with many experts and business owners recognizing its advantages and developing the necessary infrastructure.
In May 2025, Aptos Labs CEO Avery Ching stated that digital assistants need access to blockchain assets—cryptocurrencies, tokens, and tokenized instruments like real estate.
Coinbase is working on implementing a similar mechanism, having introduced the x402 online payment solution. This technology is designed for transferring stablecoins via standard internet protocols, enabling AI agents to conduct autonomous transactions.
Recall that in September, Google launched a new open-source protocol that allows AI applications to send and receive payments.