Google has unveiled the Universal Commerce Protocol (UCP), a new open standard aimed at enhancing online shopping experiences through artificial intelligence. This initiative introduces three innovative features designed to streamline the purchasing process for consumers and retailers alike.
Launching tomorrow, the Business Agent feature will act as a virtual sales associate, answering product inquiries in the brand's unique voice. Early adopters of this feature include notable companies such as Lowe’s, Michaels, and Reebok. Additionally, a new checkout capability will allow customers to purchase eligible products from select US retailers directly through Google Search, initially using Google Pay, with plans to integrate PayPal soon.
Another significant addition is the Direct Offers feature, which enables retailers to present exclusive deals to consumers ready to buy. This feature will complement the advertisements being tested in AI Mode. UCP has been developed in collaboration with major industry players, including Shopify, Etsy, and Walmart, and is compatible with existing protocols such as Agent2Agent and Agent Payment Protocols.