Google has announced a tool that allows shoppers to complete purchases directly within AI mode and chat with branded AI agents in search results.
Users can purchase from Google's list of eligible products. The retailer will still be recorded as the seller, but checkout will occur on Google Surface instead of the retailer's website.
Universal Commerce Protocol powers AI-mode checkout
Google has launched Universal Commerce Protocol, an open standard for what the company calls “agent commerce.” This protocol powers search and checkout of eligible Google product listings in AI mode in the Gemini app.
Google collaborated with Shopify, Etsy, Wayfair, Target, and Walmart to develop UCP. Additionally, more than 20 companies endorsed it, including Adyen, American Express, Best Buy, Mastercard, Stripe, The Home Depot, and Visa.
Shoppers use Google Pay to use their payment method and shipping information in Google Wallet. PayPal support is now available. UCP Checkout launches with eligible U.S. retailers, with global expansion planned.
Business agents bring branded chat to search
Business Agent allows shoppers to chat with brands within search results. Google describes this as a “virtual salesperson” who can answer product questions in the brand's voice.
The feature will be available on January 12th at Lowe's, Michael's, Poshmark, Reebok, and more. Eligible US retailers can activate and customize their agents through Merchant Center.
Google plans to add features to train agents on retailer data, make product offers, and enable purchases within the chat experience.
Direct Offers pilot tests ads in AI mode
Google also announced Direct Offers, a new ad pilot in AI mode. This allows advertisers to offer special discounts to users searching for their products.
Google gave the example of a lag search where associated retailers can offer a special discount of 20%. Retailers set up offers in campaign settings and Google decides when to show them.
Initial partners include Petco, elf Cosmetics, Samsonite, Rugs USA, and Shopify merchants.
why is this important
Checkout in AI mode means users looking for products can research, compare, and buy without having to visit a retailer's site.
For e-commerce sites, this changes the traffic equation. Sales will still occur, but site visits may not occur. Retailers participating in UCP gain access to highly motivated buyers at the moment of decision-making. If users expect to complete a transaction without leaving Google, it can be difficult for non-participating users to see your products.
Looking to the future
Checkout in AI mode will be rolling out to eligible U.S. retailers soon. Business Agent launches on January 12th. Direct Offers is in testing with some advertisers.
Google said it plans to add new Merchant Center data attributes designed for discovery in AI mode, Gemini, and Business Agent. The company plans to roll out the new attributes to a small group of retailers soon before expanding more broadly.
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