Google in the present day introduced a brand new open customary, known as the Common Commerce Protocol (UCP) for AI agent-based purchasing, on the Nationwide Retail Federation (NRF) convention.
The usual, developed with corporations like Shopify, Etsy, Wayfair, Goal, and Walmart, lets brokers work throughout completely different elements of buyer shopping for processes, together with discovery and post-purchase assist. The core thought is that the usual may facilitate these numerous elements of the method as an alternative of requiring connections with completely different brokers.
Google stated that it additionally works with different agentic protocols, comparable to Agent Funds Protocol (AP2) — which Google announced last year — Agent2Agent (A2A), and Mannequin Context Protocol (MCP). The corporate specified that Brokers and Companies can choose and select particular extensions of the protocol that fits their wants.
The corporate stated that it’s going to quickly use UCP for eligible Google product listings in AI mode in search and the Gemini apps to let buyers take a look at straight from U.S.-based retailers whereas researching a product. Customers will have the ability to pay utilizing Google Pay and move on the delivery data saved within the Google Pockets. Google stated that it’s going to quickly assist PayPal as a cost choice.
“This is among the actually thrilling elements about agentic,” stated Shopify CEO and founder Tobi Lutke. “It’s actually good at discovering individuals who have particular pursuits and discovering the product that’s simply good for them. Like, I might have by no means looked for this product, however in some way it discovered me proper on the opposite facet. This sort of serendipity is the place one of the best of commerce occurs.”
Notably, Shopify additionally unveiled the same integration with Microsoft Copilot for purchasing in the present day to let clients take a look at simply inside the conversational stream.
In one other consumer-facing change, Google stated it is going to now enable manufacturers to supply a particular low cost to customers whereas they’re in search of a product suggestion when utilizing the AI mode. As an illustration, in case you are looking for a rug utilizing a question like “I’m in search of a contemporary, fashionable rug for a heavy-traffic eating room. I host plenty of dinner events, so I need one thing that’s simple to scrub,” manufacturers can arrange their marketing campaign in a strategy to give you a reduction at that second.
Techcrunch occasion
San Francisco
|
October 13-15, 2026
The corporate can also be giving customers new knowledge attributes inside the Service provider Middle to have sellers function their objects higher inside AI search surfaces. Corporations like PayPal and OpenAI are additionally engaged on having sellers be extra discoverable in AI chatbot outcomes. Startups like the prompting company are additionally working with retailers to have their merchandise floor inside AI solutions.
Google is now additionally permitting retailers to combine a branded AI-powered Enterprise Agent inside Google Search to reply buyer questions. The corporate famous that retailers like Lowe’s, Michael’s, Poshmark, and Reebok are already utilizing this product. Opponents like Meta and Shopify have been exploring AI-powered tools for companies for buyer assist and outreach.
The search large additionally introduced Gemini Enterprise for Buyer Expertise (CX), a set to deal with purchasing and customer support for retailers and eating places.
Corporations like Google, Amazon, Walmart, and OpenAI have been releasing new requirements and merchandise to infuse AI into each little bit of purchasing, each on the buyer and service provider facet. Earlier within the month, Adobe noted that visitors pushed to vendor websites by generative AI grew by 693.4% throughout the vacation season, although the report didn’t specify how a lot of this visitors translated into gross sales.
The story has been up to date to replicate that retailers can use AI brokers inside Google Search
