Google has unveiled the Universal Commerce Protocol (UCP), an innovative open standard designed to enhance agentic commerce by enabling seamless integration between retailers and high-intent shoppers. This protocol streamlines the shopping journey from discovery to purchase, utilizing existing systems like Agent2Agent and Agent Payments Protocol (AP2). UCP, co-developed with industry giants like Shopify and Walmart, allows for easy interaction among various agents without the need for unique connections. It will soon enable new checkout features on Google product listings, enhancing security through Google Pay integration.
Additionally, Google launched a Business Agent feature, acting as a virtual sales associate that helps brands engage with customers directly during key shopping moments. Retailers can customize this agent to enhance customer insights and facilitate direct purchases. To harness the evolving shopping landscape, Google introduced Direct Offers, allowing retailers to present exclusive deals in real-time, optimizing ad campaigns to drive sales effectively.
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