Commerce announced its endorsement of Google?s new Universal Commerce Protocol (UCP). The new, open-source standard creates a common language for agents and systems to work together across the entire shopping journey from discovery and buying to post-purchase experiences. So instead of building a new connection for every agent, they can all interact seamlessly providing merchants with a frictionless way to reach customers across the entire AI ecosystem.
The new, open-source standard creates a common language for agents and systems to work together across the entire shopping journey from discovery and buying to post-purchase experiences. So instead of building a new connection for every agent, they can all interact seamlessly providing merchants with a frictionless way to reach customers across the entire AI ecosystem. To start, UCP will soon enable a new checkout feature on product listings in AI Mode in Search and the Gemini app, allowing shoppers to buy directly from eligible US retailers and Commerce merchants right as they?re researching on Google.
Discovery is shifting from traditional search that returns results to a specific query to conversational answer engines with embedded buying opportunities. Agent-driven shopping generates more specific, higher intent queries with consumers who know what they want and are ready to purchase it. Merchants must be strategic about how they show up in answer engines and remove barriers that prevent shoppers from making a purchase.
As part of the collaboration, Commerce is building toward the protocol to allow merchants to: Enable buying directly within Google?s AI experiences, helping to secure transactions at the moment of intent, Remain merchant of record, retaining full ownership of the customer relationship and transaction data, Future-proof their business with a unified open standard to power additional commerce actions. The UCP endorsement builds on the ongoing Google and Commerce partnership, utilizing Commerce?s key differentiator: its Feedonomics-powered data enrichment layer. This layer structures and optimizes product feeds to align with Google?s schema, dynamically enhancing titles, attributes, and taxonomy to ensure high-quality data that boosts product visibility, improves match rates, and conversion with the Google ecosystem.
