Universal Commerce Protocol sets the foundation for agentic commerce
Google has unveiled Universal Commerce Protocol (UCP), a new solution designed for the future of online commerce, where AI agents help users discover, compare and purchase products more easily. According to Wall-Street, UCP aims to serve as shared infrastructure for e-commerce platforms, retailers and payment providers.
The company wants UCP to become an industry standard, enabling AI-driven shopping experiences from product discovery and checkout to post-sale support, CNBC reports.
UCP is being developed together with major e-commerce platforms such as Shopify, Etsy and Wayfair, as well as US retailers Target and Walmart.
Read also: Apple selects Google’s Gemini to power AI-based Siri launching this year
Rising competition in AI-powered commerce
E-commerce has become a key battleground in the generative AI race, with Google competing against OpenAI, Perplexity and Amazon, all seeking to guide users to start their shopping journeys within their own services.
OpenAI introduced Instant Checkout in September, allowing purchases directly through ChatGPT, while Perplexity partnered with PayPal for in-chat shopping. Amazon, meanwhile, launched “Shop Direct,” featuring an AI agent that can buy products on behalf of users.
A McKinsey report estimates that by 2030, AI-driven and agentic commerce could unlock a global retail opportunity worth $3–5 trillion.
Google says UCP will enable direct purchases from its AI Mode or the Gemini app, with payments handled via Google Wallet and, later, additional options such as PayPal. The company is also testing personalized ad formats and rolling out Business Agent, which allows direct conversations between shoppers and brands.
Photo: kihikila.in
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