Google is transforming the e-commerce landscape through its Universal Commerce Protocol (UCP), launched at the NRF conference on January 11, 2026. UCP aims to streamline the entire shopping journey, addressing high cart abandonment rates (around 70%) caused by tedious checkout processes. Co-developed with major retailers like Shopify, Walmart, and Target, UCP facilitates seamless interactions between AI agents, payment providers, and online retailers, enabling product discovery, transactions, and even post-sale support.
This interoperability ensures that retailers can quickly adapt without getting locked into restrictive integrations. Key features include “Checkout in AI Mode,” allowing direct purchases from product listings using Google Pay, and customizable branded AI chat experiences for retailers. With broad endorsements and a commitment to open standards, Google is positioning UCP as the go-to protocol for agentic commerce, aiming to reduce friction and enhance conversion rates. As the AI shopping ecosystem evolves, Google has established itself as a leading force in this transformative journey.
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