Google today launched the Universal Commerce Protocol (UCP), an open standard that enables AI agents to work across the entire shopping journey, from discovery to purchase to post-sale support.
Additionally, Google is introducing new AI tools for marketers, including branded shopping agents and ad formats optimized for AI-driven discovery.
About UCP. UCP establishes a shared language between AI agents and commercial systems, eliminating the need for custom integration across agents or platforms.
- UCP works with existing standards (eg, Agent2Agent, Agent Payments Protocol, and Model Context Protocol).
- Google has partnered with partners including Shopify, Etsy, Wayfair, and Target.
- More than 20 additional companies across all stores and payments have already approved it.
What is changing. UCP will soon enable a new payment experience for listing eligible Google products in AI Mode in Search and on the Gemini app. Shoppers will be able to complete purchases while browsing, using Google Pay with saved payment and shipping information, with PayPal support coming soon.
- The program aims to reduce cart abandonment while giving merchants the flexibility to customize their needs, Google said.
- Additional features such as loyalty rewards, related product discovery and a personalized shopping experience are planned.
Business Agent. At the same time, Google introduced Business Agent, an AI assistant with a name that allows buyers to chat directly with sellers in Search. Acts as a virtual sales associate, answering questions in the voice of the brand during high-target moments.
- Retailers including Lowe’s, Michael’s, Poshmark, and Reebok are live at launch, with deep customization, data training, and direct shopping — including agent-led checkout — coming later.
Direct Offer. On the monetization side, Google is introducing Direct Offers, a new driver for Google Ads within AI Mode. The format allows advertisers to display special discounts when AI detects that a consumer is close to making a purchase.
- Google plans to expand beyond discounts to include bundles, free shipping, and other value-based incentives.
Why do we care. Agent buying will change where and how buying decisions occur, often before the buyer even arrives at the seller’s site. Google’s new protocols and AI environments are changing the impact of high intent moments within AI-driven discovery, not just traditional search ads.
Tools like Direct Offers and branded agents are giving marketers new ways to close sales, protect margins, and stay visible as AI becomes the front door to commerce. Whether high conversion and margin control will offset the loss of direct site traffic is still an open question.
Bottom line. Google sees agent purchases as inevitable. With UCP and its new marketing tools, Google aims to keep AI-driven commerce open and ensure sellers stay informed as agents take the buying journey.
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