Google launches open standard to push agentic commerce into search and AI apps

Google is launching a new set of technologies and an open standard designed to underpin what it calls agentic commerce, as artificial intelligence systems move from product discovery into transactions and post-purchase support.

At the centre of the push is the Universal Commerce Protocol, or UCP, an open standard covering discovery, buying and after-sales interactions. Google said UCP is compatible with emerging agent frameworks, including Agent2Agent, Agent Payments Protocol and Model Context Protocol, and was co-developed with major retailers such as Shopify, Etsy, Wayfair, Target and Walmart.

More than 20 additional companies have endorsed the standard, Google said, including Adyen, American Express, Best Buy, Flipkart, Macy’s Inc., Mastercard, Stripe, The Home Depot, Visa and Zalando. The company framed the effort as an attempt to avoid fragmented, proprietary approaches as AI agents begin to mediate shopping decisions.

UCP will power a new checkout experience on eligible product listings in AI Mode in Search and within the Gemini app. The feature allows users to complete purchases directly with participating US retailers, using Google Pay and payment and shipping details stored in Google Wallet. Google said PayPal support will be added soon, while retailers will remain the seller of record and can customise how deeply the protocol is integrated into their systems.

Google said it plans to expand the feature internationally and add capabilities such as related product discovery, loyalty rewards and personalised shopping experiences over the coming months.

Alongside UCP, Google is launching Business Agent, a branded AI agent that allows shoppers to chat directly with retailers through Search. The feature will be available initially with retailers including Lowe’s, Michael’s, Poshmark and Reebok. Eligible US retailers can activate and customise the agent through Merchant Center, training it on their own data and product catalogues.

Over time, Google said Business Agent will give retailers access to new customer insights, the ability to surface offers for related products and the option to enable direct purchases through agentic checkout. The company positioned the tool as a way for brands to retain control of their customer relationships as AI-driven shopping interfaces become more common.

To support discovery in conversational commerce, Google is also adding dozens of new data attributes to Merchant Center. These include answers to common product questions, compatible accessories and substitute items. The attributes will be rolled out first with a small group of merchants before wider availability.

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In advertising, Google is piloting Direct Offers in Google Ads, allowing advertisers to surface exclusive discounts directly in AI Mode. Initial tests focus on price promotions and include brands and merchants such as Petco, e.l.f. Cosmetics, Samsonite, Rugs USA and Shopify merchants.

Taken together, the announcements signal Google’s ambition to define the infrastructure layer for AI-mediated commerce, positioning open standards and agent-compatible tools as the next evolution of online shopping rather than a closed, platform-specific shift.

The Recap

• Google launched an open standard and shopping tools for retailers.
• UCP co-developed with Shopify, Etsy, Wayfair, Target and Walmart.
• New features will roll out to U.S. retailers in coming months.