Google has introduced the Universal Commerce Protocol (UCP), aiming to streamline the purchasing process through its Gemini app and AI Mode. This new open standard facilitates seamless interaction among various agents and payment systems, eliminating the need for separate connections for each agent. UCP was developed alongside key industry players including Shopify, Etsy, Wayfair, and Target, and has received endorsement from over 20 additional companies such as Adyen, American Express, and Visa.
The checkout experience is enhanced by UCP, allowing users to begin purchases with a simple tap on the “Buy” button when presented with eligible Google product listings from U.S. retailers. This process includes creating an account with the retailer and pre-filling the checkout page with payment details from Google Pay and shipping information from Google Wallet. Future plans include integrating PayPal and expanding globally in the coming months with additional features.
In a related development, Google is testing a new feature in AI Mode called Direct Offers, which allows advertisers to highlight special deals for shoppers. This feature will be visible as a “Sponsored deal” in product listings, providing retailers the chance to enhance their offers and encourage purchases. Furthermore, Business Agents are being added to Google Search, accessible via a “Chat” button when searching for participating retailers.