Google Introduces New Protocol to Enable Commerce Through AI Agents
A new open standard called the Universal Commerce Protocol has been announced to support AI agent-based shopping. At the same time, the protocol debuted at a major retail conference focused on innovation. As a result, it aims to simplify how AI agents assist consumers across buying journeys.
The standard was developed alongside major retail and ecommerce platforms. Therefore, it allows AI agents to work across discovery, checkout, and post-purchase support. Instead of relying on multiple disconnected agents, the protocol unifies these steps. Consequently, businesses can streamline customer experiences more efficiently.
How the Protocol Works Across Platforms
In addition, the protocol supports compatibility with other agent-focused standards such as Agent Payments Protocol, Agent2Agent, and Model Context Protocol. Because of this flexibility, agents and businesses can choose extensions that best fit their needs. Moreover, this modular approach allows wider adoption across different commerce environments.
Soon, the protocol will power eligible product listings in AI-driven search and app experiences. As a result, shoppers in the U.S. will be able to complete purchases directly while researching products. Users can pay using Google Pay and share saved shipping details from Google Wallet. Furthermore, support for PayPal payments will be added shortly.
What This Means for Shoppers and Brands
“This is one of the really exciting parts about agentic,” said Shopify CEO and founder Tobi Lutke. “It’s really good at finding people who have specific interests and finding the product that is just perfect for them. Like, I would have never searched for this product, but somehow it found me right on the other side. This kind of serendipity is where the best of commerce happens.”
Meanwhile, Shopify also introduced a similar shopping integration with Microsoft Copilot. As a result, customers can complete purchases within conversational flows. In another update, brands will now be able to offer targeted discounts during AI-based product recommendations. For example, when users search with detailed intent-driven queries, brands can surface timely offers. Ultimately, this change helps connect shoppers with relevant deals at key decision moments.
