Google launches Universal Commerce Protocol (UCP) for AI-era shopping

Key facts

• Google has launched the Universal Commerce Protocol (UCP), which allows retailers to set up relevant offers to feature in their campaign settings.
• The Universal Commerce Protocol (UCP) will introduce a new checkout feature for eligible Google product listings in AI Mode in Search and the Gemini app.
• Google is testing “Direct Offers,” a new Google Ads pilot designed to help retailers connect with shoppers who use AI for product discovery and seek value.
• The Universal Commerce Protocol (UCP) establishes a common language for agents and systems to operate together across consumer surfaces, businesses, and payment providers.
• The protocol works in tandem with existing industry protocols such as Agent2Agent (A2A), Agent Payments Protocol (AP2), and Model Context Protocol (MCP).
• Google co-developed the Universal Commerce Protocol (UCP) with industry leaders, including Shopify, Target, Walmart, and received endorsements from American Express, Flipkart and Mastercard.
• Google is rolling out Business Agent, a new way for shoppers to chat with brands right on Search to answer product questions in a brand’s voice.