Google just announced a major change for online shoppers: the Universal Commerce Protocol (UCP). The goal is simple: use AI to make it much easier for people to find and buy products. By connecting AI agents directly with big retailers, Google aims to reduce the steps between searching for an item and owning it.
One of the biggest changes is a new checkout feature inside Google Search’s “AI mode.” If you live in the US, you can now buy products from certain stores without ever leaving the search page. Right now, the feature works with Google Pay, but they plan to add PayPal and loyalty points soon. If you’re looking for a specific item, the AI can even suggest related products you might need.
Retailers are getting new tools, too. Google is launching a “Business Agent” feature, which acts like a digital salesperson. This AI assistant can answer product questions using a brand’s specific voice and style. This feature starts tomorrow, and big names like Lowe’s, Michaels, Poshmark, and Reebok are among the first to use it.
Another addition is “Direct Offers.” This lets companies show you special, exclusive deals while you are browsing in AI Mode. If the system sees you are ready to buy, it can present these offers to help you make a final decision. This works right alongside the ads Google is already testing in its AI results.
To make this work across the internet, Google partnered with some of the industry’s biggest names. Shopify, Etsy, and Walmart helped build the protocol. Other giants, such as Macy’s, Stripe, and Visa, have also voiced their support. UCP is designed to work with existing tech standards, ensuring that whether you’re asking an AI for advice or just clicking “buy,” the whole process stays smooth. Essentially, Google is trying to turn the entire web into one giant, easy-to-use storefront.
