Google Unveils New Standard for AI-Driven Shopping Automation

Google unveils Universal Commerce Protocol for AI-driven shopping.

Google has announced a new open standard, the Universal Commerce Protocol (UCP), designed for AI-assisted shopping.

The solution was developed in collaboration with Shopify, Etsy, Wayfair, Target, and Walmart. It enables agents to operate at various stages of the product purchasing process.

The standard aims to simplify the purchasing procedure, which requires integration with different AI assistants.

According to Google representatives, UCP is compatible with other similar protocols such as Agent Payments Protocol, Agent2Agent, and Model Context Protocol. Businesses can select specific tools that meet their needs.

Google will implement UCP in its AI-powered search engine and the Gemini app. This will allow users to place orders directly with American retailers during product searches.

Payments are processed via Google Pay, with future support for PayPal. Delivery information is stored in Google Wallet.

“This is one of the most exciting features of the agent approach. It is excellent for finding people with specific interests and matching them with products that suit them perfectly. For instance, I would never have searched for a particular product, but it somehow found me. This is where the best commercial opportunities arise,” commented Shopify CEO Tobi Lütke.

His company previously offered a similar integration with Microsoft Copilot for shopping. Users can place orders during a dialogue with AI.

Other Google Tools

Google has announced other commerce solutions. The company will allow brands to offer special discounts to users who follow recommendations in AI mode.

For example, if a user searches for a rug using the following prompt:

“I am looking for a modern, stylish, high-quality rug for the dining room. It is important that it is easy to clean.”

Brands can set up an advertising campaign to offer a discount during the search.

The company has also provided users with new data attributes in Merchant Center, enabling sellers to better position their products in AI-driven search results.

The firm allows retailers to integrate an AI-based business agent into Google Search to answer customer inquiries. Lowe’s, Michael’s, Poshmark, and Reebok are already using this feature.

The tech giant announced Gemini Enterprise for Customer Experience — a suite of tools for managing shopping and customer service. It is designed for retailers and restaurants.

AI Shopping — A Trend

Automated shopping using artificial intelligence is becoming a trend — many experts and business owners see advantages in this direction and are developing the necessary infrastructure.

In May 2025, Aptos Labs CEO Avery Ching stated that digital assistants need access to blockchain assets — cryptocurrencies, tokens, and tokenized instruments like real estate.

Coinbase has been working on implementing a similar mechanism — it introduced an online payment solution, x402. The technology is designed for transferring stablecoins via standard internet protocols and allows AI agents to conduct autonomous transactions.

Back in September, Google launched a new open-source protocol that enables AI applications to send and receive payments.