Google is spearheading a shift in retail with the launch of the Universal Commerce Protocol (UCP), an open standard designed for “agentic shopping.” This new framework facilitates collaboration between AI agents, retailers, and payment systems, streamlining the shopping journey from product discovery to checkout. Co-developed with major platforms like Shopify and Walmart, UCP aims to enhance AI interaction while minimizing integration complexities.
This initiative includes a feature that allows US shoppers to complete purchases during research via Google Pay, leveraging stored payment methods in Google Wallet, with PayPal support on the horizon. With the introduction of Business Agent, shoppers can now interact with retailers directly on Search, getting tailored product guidance.
Additionally, new data attributes in Merchant Centre enhance product discovery for AI, and the Direct Offers pilot enables retailers to present targeted discounts based on shopper intent. Google’s innovations promise to reduce cart abandonment and personalize the shopping experience.
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