TL;DR
Google introduced a Universal Commerce Protocol (UCP) to let Gemini and other agents complete purchases without sending users to retailer websites. Major retailers and card networks helped develop or support the protocol, and Google plans checkout in AI Mode on Search and the standalone Gemini app.
What happened
Google unveiled a Universal Commerce Protocol (UCP) alongside new agentic shopping features aimed at letting its Gemini assistants complete purchases for users without redirecting them to merchant sites. UCP is described as a common language for agents, consumer surfaces, businesses and payment providers so digital transactions can be coordinated without bespoke connectors. Google says the protocol is compatible with its existing agent standards, including Agent2Agent, the Agent Payments Protocol and the Model Context Protocol. The company said the checkout capability will appear in AI Mode in Search and in the standalone Gemini app for eligible U.S. retailers. Google also announced an AI Business Agent that lets users chat with brands on Search; more advanced options such as training agents on retailer data are due in the coming months. Google said the protocol was developed with input from major merchants and is supported by major card networks; PayPal support is expected soon.
Why it matters
- If widely adopted, UCP could let shoppers complete purchases without visiting merchant storefronts, shifting where transactions occur.
- Retailers may reduce website overhead by offloading checkout mechanics, but they could surrender more of the customer journey to Google.
- Integrated payments and partner support could streamline agent-driven commerce and make AI assistants more capable buyers.
- The move positions Google to compete more directly with other AI companies offering shopping capabilities.
Key facts
- Google announced the Universal Commerce Protocol (UCP) to enable agent-driven transactions across systems.
- UCP is intended to be compatible with Agent2Agent, the Agent Payments Protocol and the Model Context Protocol.
- The forthcoming checkout feature will run in AI Mode in Search and in the standalone Gemini app for eligible U.S. retailers.
- Google said UCP was developed with input from retailers including Shopify, Target, Walmart and Wayfair.
- Major payment networks named as supporting UCP include Mastercard, American Express and Visa; PayPal support is slated to arrive soon.
- Google introduced an AI Business Agent that allows users to chat with brands on Search; advanced retailer-specific training features arrive in the coming months.
- Google CEO Sundar Pichai highlighted rapid growth in retail-related token processing on Google’s APIs, saying it rose from 8.3 trillion tokens in December 2024 to over 90 trillion a year later.
- Google is testing ads in AI Mode and plans to offer embedded, user-specific discounts called "Direct Offers" that can appear inside its agent-driven shopping flow.
- Retailers such as Lowe's, Michaels and Reebok have begun using Google’s AI Business Agent, according to Google.
What to watch next
- Whether a broad set of retailers will opt into UCP and how quickly adoption spreads (not confirmed in the source).
- If and how Google will charge merchants or take fees for transactions processed via Gemini — the company did not provide details and did not respond to outreach (not confirmed in the source).
- Privacy, data-sharing and contractual terms governing retailer data and customer information as agentic commerce expands (not confirmed in the source).
Quick glossary
- Universal Commerce Protocol (UCP): A standard Google described as a common language for agents, consumer surfaces, businesses and payment providers to coordinate digital transactions without bespoke connectors.
- Agentic AI: AI systems configured to act on behalf of users, carrying out tasks such as searching, selecting and completing transactions.
- AI Mode in Search: A Google Search mode that integrates AI features and, per Google, will host in-Search checkout capabilities for eligible retailers.
- Agent Payments Protocol: One of Google’s agent-related protocols intended to manage payment flows between agents and payment systems.
Reader FAQ
Will I be redirected to a retailer’s website to complete purchases?
For retailers that support UCP, Google says shoppers will be able to check out directly in AI Mode or the Gemini app without being sent to merchant sites.
Which retailers and payment networks are involved?
Google said it developed UCP with input from companies including Shopify, Target, Walmart and Wayfair, and that Mastercard, American Express and Visa support it; PayPal support is expected soon.
Will Google charge merchants for transactions processed through Gemini?
Not confirmed in the source.
Can I chat directly with brands through Google?
Google introduced an AI Business Agent that enables chatting with brands on Search; more advanced features and training on retailer data are due in the coming months.
AI + ML Don’t bother with the retailer’s website, says Google: Gemini can shop for you You can check out anytime you like, but please don’t ever leave Brandon Vigliarolo…
Sources
- Don’t bother with the retailer’s website, says Google: Gemini can shop for you
- Google bolsters bet on AI-powered commerce …
- Google Launches Direct Checkout in Search, Gemini
- Google expands AI-assisted shopping features of Gemini
Related posts
- Apple, Google pact for Siri and AI: Apple outlines its privacy stance
- Apple to use Google’s Gemini and cloud tech for Siri and other AI features
- Complexity Challenges in Schema-Guided Document Extraction Systems