Google Launches UCP: The AI-Driven Future of Agentic Commerce
Google introduces the Universal Commerce Protocol (UCP) to enable seamless AI-based shopping. Discover how Business Agents and Direct Offers are changing e-commerce.
The era of browsing through endless tabs to complete a purchase is coming to an end. Google just unveiled a suite of new technologies designed to make shopping seamless within AI conversations, anchored by the newly launched Universal Commerce Protocol (UCP).
Google Universal Commerce Protocol UCP: A New Open Standard
According to official reports, Google partnered with major retailers like Shopify, Walmart, and Target to develop the Universal Commerce Protocol (UCP). This open standard enables 'agentic commerce,' allowing users to buy products directly within a conversation with an AI agent without ever leaving the screen.
More than 20 partners have already endorsed the system. Transactions are powered by Google Pay, with financial heavyweights like Visa, Mastercard, and American Express providing infrastructure support. Shipping details are pulled from the Google Wallet, and PayPal is expected to join the ecosystem soon.
Business Agents and Direct Offers: Personalizing the Sale
Alongside UCP, Google launched Business Agent, a virtual sales associate that speaks in a brand's unique voice. If you search for Reebok sneakers, a branded agent can help you find the right pair and facilitate the checkout directly in the chat. This tool went live on January 12, 2026, with partners including Lowe's and Poshmark.
To drive adoption, Google introduced Direct Offers. This new ad format allows businesses to provide exclusive discounts to shoppers using AI mode. It's a strategic move to transition consumers from traditional search queries to interactive AI-led shopping experiences.
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