Google is rolling out a suite of AI tools aimed at transforming online shopping into what it calls agentic commerce. This approach allows AI agents to act on behalf of shoppers and brands throughout the buying journey. Google says these tools will help retailers reach shoppers more effectively and support seamless checkouts inside search and AI experiences.
A New Open Standard for AI Commerce
At the center of Google’s plans is the Universal Commerce Protocol, or UCP. This is a new open standard for agentic commerce. UCP creates a shared framework that lets AI agents support product discovery, checkout, payments, and post purchase support across platforms and retailers.
The protocol builds on existing systems like the Agent Payments Protocol and Agent2Agent. This structure makes it easier for different AI systems to communicate and complete transactions.
Google developed the standard with partners including Shopify, Etsy, Target, Wayfair, and Walmart. More than 20 companies across retail and payments have said they support UCP, including Visa, Mastercard, and American Express.
Shopping Inside Search and Gemini
Google plans to use UCP to power new shopping features in AI Mode on Search and the Gemini app. Shoppers will be able to complete purchases from eligible U.S. retailers while researching products, without leaving the interface.
Saved payment and shipping details in Google Wallet will help speed checkout. PayPal support is expected to follow. Retailers remain the seller of record, which allows them to maintain control over transactions while participating in AI driven shopping flows.
Branded AI Agents for Retailers
Google is also introducing Business Agent, a tool that lets retailers build branded AI assistants that appear directly in Search. These agents answer product questions using brand specific language and help guide shoppers through decisions.
Early participants include Lowe’s, Michael’s, Reebok, and Poshmark. Over time, brands will be able to train these agents on their own data, recommend related products, and support direct purchases.
Better Product Data for Conversational Commerce
Google has added new data attributes in Merchant Center to support conversational shopping experiences. These attributes move beyond traditional keywords. They include common product questions, compatible accessories, and replacement parts.
The goal is to help AI systems match products to shopper intent with greater accuracy.
Google is also testing Direct Offers within its ads platform. This feature lets retailers attach exclusive deals, coupons, or bundles to products shown to high intent shoppers inside AI Mode. The aim is to help close sales at the moment of decision.
How Retail Is Changing
Agentic commerce represents a shift away from manual ecommerce workflows toward automated and conversational ones. In this model, AI does more than recommend products. It can complete tasks such as checkout, price comparison, and order management on behalf of users.
Google Cloud plays a role here as well. Its AI agent infrastructure uses Gemini models, Vertex AI, and structured product data to help retailers build assistants that understand intent and guide users toward purchase.
What This Means for Retailers and Shoppers
For retailers, these tools create new ways to:
- Get discovered during conversational search and AI interactions
- Engage shoppers through branded assistants rather than static listings
- Turn discovery into purchases without sending users to external sites
For shoppers, the experience becomes more streamlined. Research, comparison, and purchase happen in one place. Stored payment and shipping details help reduce friction during checkout.
What Comes Next
Google plans to expand these capabilities over time. Retailers can expect broader rollouts, more customization options for AI agents, loyalty integrations, and expanded support for AI powered shopping workflows.
Google’s push into agentic commerce shows how AI is reshaping how people shop. As buying shifts from search and click to conversation and automation, retailers will need to adapt their data, feeds, and customer experiences to stay competitive.
