Frank Rondel
Google has introduced a series of new technologies designed to support U.S. retailers in adapting to the emerging agentic commerce landscape, where AI acts on behalf of shoppers to complete tasks and facilitate purchases, reports customreceipt.com via das-unternehmer-wissen.de. Last year, Google launched tools aimed at enabling agent-led payments through its Agent Payments Protocol (AP2), ensuring a seamless and secure experience for consumers. The company is now expanding these capabilities with innovations intended to create a more open, collaborative, and scalable ecosystem for retailers and platforms.
At the center of these announcements is the Universal Commerce Protocol (UCP), a new open standard that streamlines agentic commerce across the entire shopping journey, from product discovery to post-purchase support. UCP allows multiple AI agents and systems to communicate efficiently without the need for unique integrations for each agent. The protocol is designed to be compatible across retail sectors and works in conjunction with existing standards including Agent2Agent (A2A), AP2, and the Model Context Protocol (MCP).
UCP was co-developed with industry-leading companies such as Shopify, Etsy, Wayfair, Target, and Walmart, and has received endorsements from more than 20 other major players including Adyen, American Express, Best Buy, Flipkart, Macy’s Inc., Mastercard, Stripe, The Home Depot, Visa, and Zalando. Initially, UCP will be implemented on Google product listings in AI Mode within Search and the Gemini app, allowing eligible U.S. shoppers to complete purchases directly while browsing. Transactions will utilize Google Pay with pre-saved payment and shipping details, and PayPal integration will soon follow. Retailers will remain the seller of record, with full control to customize the experience and reduce cart abandonment. Google plans to expand these features globally and introduce additional functionalities such as product discovery, loyalty rewards application, and personalized shopping experiences.
Google is also rolling out Business Agent, an AI-powered virtual sales associate that allows shoppers to interact with brands directly on Search. The agent can answer product-related questions in a brand’s voice and facilitate transactions, helping retailers engage consumers during key decision-making moments. Business Agent is currently available for retailers including Lowe’s, Michael’s, Poshmark, and Reebok. Eligible U.S. retailers can activate and customize their branded agents through Merchant Center, with forthcoming options to train agents on proprietary data, gain new customer insights, promote related products, and enable direct purchases, including agentic checkout.
To support retailers in conversational commerce, Google is introducing dozens of new data attributes in Merchant Center, aimed at improving product discoverability on surfaces such as AI Mode, Gemini, and Business Agent. These attributes go beyond traditional keywords to include common product queries, compatible accessories, and substitutes. Rollout will begin with a select group of retailers and expand over the following months.
Additionally, Google is testing Direct Offers, a new pilot in AI Mode that allows retailers to present targeted promotions, such as limited-time discounts, directly to shoppers ready to purchase. The system uses AI to determine the most relevant opportunities for displaying offers, helping consumers access better deals while enabling retailers to close sales more efficiently. Brands collaborating on this pilot include Petco, e.l.f. Cosmetics, Samsonite, Rugs USA, and Shopify merchants. Future enhancements will include features like product bundles and free shipping offers to allow shoppers to prioritize value beyond price alone.
Through these initiatives, Google aims to shape the next generation of agentic commerce, empowering retailers with AI-driven tools to reach consumers more effectively and streamline the shopping process.
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