Google launches Universal Commerce Protocol: AI automates online shopping

Google introduced a new open standard — the Universal Commerce Protocol (UCP). It is designed to make online shopping as simple and "automated" as possible, where the main work is done not by a human, but by an AI assistant.

What is known

UCP unites artificial intelligence, retailers, and payment systems. At the start, Google is implementing three key features:

1. Quick purchase in Google Search. Users can place an order without going to the seller's site — directly in the search. Currently, only Google Pay is supported, but PayPal, bonus points, and recommendations for similar products will be added soon.
2. Business Agent. This is a virtual seller that consults the user on behalf of the brand. The first partners include Lowe’s, Reebok, Michaels, Poshmark.
3. Direct Offers. Retailers can show personalized discounts directly in AI Mode in search.

Google notes that the new protocol is compatible with existing industry standards, including Agent2Agent and Model Context Protocol. Shopify, Walmart, Etsy participated in the development of UCP, and support was expressed by Stripe, Visa, Macy’s, and other market players.