Google's New Shopping Protocol Enhances 'Agentic Shopping'

Revolutionizing Online Shopping with UCP

In an effort to reshape consumer purchasing behaviors, Google has unveiled the Universal Commerce Protocol (UCP), a new standard aiming to integrate the capabilities of AI agents with online retail platforms. This innovative approach is designed to facilitate an enhanced shopping experience, making it easier for consumers to make purchases.

New Shopping Features with UCP

With UCP's debut, Google is rolling out three novel online shopping functionalities. Notably, Google's AI mode now offers an upgraded checkout system that allows for direct purchases of certain products from U.S. retailers through Google Search. Initially compatible with Google Pay, this feature is poised to expand to include PayPal, as well as capabilities like discovering related products and utilizing loyalty points.

Business Agent Feature for Merchants

On the retail side, UCP introduces the Business Agent, a virtual assistant model that responds to customer inquiries in the unique style of a brand. Launching shortly, this service will initially be embraced by companies like Lowe’s, Michaels, Poshmark, Reebok, among others. Furthermore, retailers will benefit from UCP's Direct Offers feature, enabling them to present exclusive deals directly through Google's AI Mode, which complements Google's ad testing in this mode.

Collaboration for a Seamless Shopping Journey

UCP fosters collaboration between Google Search, merchants, and payment services, aiming to streamline the entire shopping journey—from identifying products to completing transactions and providing post-purchase assistance. Google assures that the UCP aligns with existing protocols such as Agent2Agent, Agent Payment Protocols, and Model Context Protocol. Remarkably, the development and endorsement of UCP have been backed by industry leaders including Shopify, Etsy, Walmart, Macy's, Stripe, and Visa.