Google unveils a new protocol so AI can shop for you
The Universal Commerce Protocol (UCP) is an open standard built with Shopify, Walmart and Target. You can now buy directly from AI Mode.
On January 11, at the NRF conference, Google announced an open standard called the Universal Commerce Protocol (UCP). The goal is to let AI agents shop on your behalf.
Who worked with Google?
UCP was developed with Shopify, Etsy, Wayfair, Target and Walmart. It also works alongside other protocols such as AP2, A2A and MCP.
What changes?
- You can check out directly from Google Search's AI Mode and the Gemini app (US retailers only for now)
- Payment via Google Pay, with PayPal support coming "soon"
- Brands can offer discounts directly inside AI Mode results (Direct Offers)
- Google also announced Gemini Enterprise for Customer Experience for businesses
Why it matters
It shows that AI-powered shopping is becoming a major battleground between Google, OpenAI and Amazon.
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