TL;DR
Google is developing a Universal Commerce Protocol that would let users buy items without leaving Google Search by using agentic AI to add items to a cart and complete payment. The feature is initially available only in Google Search's AI mode and already has more than 20 partner platforms signed up.
What happened
Google is building a new shopping workflow that lets users complete purchases directly from Google Search via an agentic AI system and a protocol it calls the Universal Commerce Protocol. The approach would let the AI act on a user's behalf—finding a product, placing it in a cart and completing checkout—while the customer stays on the Search page. Payments would be handled through Google Wallet and, according to the reporting, support for PayPal is anticipated at some point. Google says over 20 partners have joined the program, including Shopify, Walmart and Etsy, and the protocol is designed to work across multiple retail platforms. For now the capability is confined to Search's AI mode, though Google expects AI features to be merged into regular Search over time. The project raises questions about platform control and the shifting balance between search engines and individual retailer websites.
Why it matters
- Reduces friction between discovery and purchase by keeping transactions inside Google Search.
- Could shift traffic and control away from merchant websites toward Google's ecosystem.
- Represents one of the first large-scale consumer uses of agentic AI acting autonomously on purchases.
- Signals further consolidation of services inside a single platform—what’s commonly called an “everything app.”
Key facts
- Google is developing the Universal Commerce Protocol to enable in-search shopping.
- The system uses agentic AI that can act as an agent to add items to a cart and complete purchases.
- More than 20 partners have joined the program, with named participants including Shopify, Walmart and Etsy.
- Payments would be completed using Google Wallet; PayPal support is mentioned as a future addition.
- Initially the feature is restricted to Google Search’s AI mode.
- Google expects AI mode functionality to be folded into regular Search at a later stage.
- Proponents say fewer checkout steps could increase conversions for merchants.
- Critics and observers raise concerns about Google expanding its control over commerce and site traffic.
What to watch next
- Timing and geographic rollout details for consumer access to in-search purchases: not confirmed in the source.
- Which additional merchants and payment providers join the Universal Commerce Protocol.
- Whether regulators or industry groups raise concerns about market power and competition: not confirmed in the source.
Quick glossary
- Agentic AI: A type of artificial intelligence designed to act autonomously on behalf of a user to complete tasks, such as shopping or scheduling.
- Universal Commerce Protocol: Google’s proposed framework intended to let different retailers and platforms participate in in-search purchasing workflows.
- Google Wallet: Google’s digital payments service for storing payment methods and completing online transactions.
- AI mode: A Search experience that integrates AI-powered features; in this context it is the initial environment where in-search purchases will be available.
- Everything app: An application or platform that combines multiple services—search, messaging, payments, shopping—into a single interface.
Reader FAQ
Will I be able to complete purchases without visiting a merchant’s site?
Yes; Google’s plan is for the agentic AI to add items to a cart and finish checkout while the user remains in Search.
Which retailers are participating?
More than 20 partners are reported to have joined, including Shopify, Walmart and Etsy.
What payment methods will be supported?
Google Wallet is supported; the source says PayPal support is expected eventually.
When will this roll out to all Search users?
Not confirmed in the source.
You might soon be able to buy from stores without leaving Google Search By Mark Jansen Published 11 minutes ago Mark has almost a decade of experience reporting on mobile…
Sources
- You might soon be able to buy from stores without leaving Google Search
- Google bolsters bet on AI-powered commerce …
- Google launches Universal Commerce Protocol for agent- …
- Shopify connects any merchant to every AI conversation
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