What is the Universal Commerce Protocol?

The Universal Commerce Protocol is an open standard from Google that allows AI agents, e-commerce platforms, and payment systems to communicate via a common framework.

How does UCP benefit e-merchants?

It facilitates sales via conversational agents, while leaving merchants in charge of managing orders, customers, and payments.

Does UCP replace e-commerce sites?

No. It adds a new sales channel via AI, without eliminating the role of the merchant site.

When will the Universal Commerce Protocol be available in Europe?

Deployment has begun in the United States. It is expected to arrive in Europe gradually , with no official date at this stage.

28 January 2026 - Last updated on 30 January 2026

Universal Commerce Protocol (UCP): Google ushers in the era of agentic commerce with AI

E-commerce is no exception to the artificial intelligence revolution.

After online search, it’s now shopping’s turn to enter the era of agentic commerce, where AI agents can assist consumers from start to finish.

Google intends to structure this transition: in a blog post on January 11, 2026, the company announced the launch of the Universal Commerce Protocol (UCP), a new open standard to unify AI-driven commerce.

This protocol is accompanied by several new features integrating Google Ads, Google Search (AI mode), and Merchant Center.

Summary of key points:

UCP standard

UCP standard

The Universal Commerce Protocol provides a common language for e-commerce in the AI era, facilitating interoperability between conversational agents, merchant platforms, and payment systems.
Integrated native payment

Integrated native payment

Google now allows users to purchase a product directly from an AI interface (Search in conversational mode, Gemini app), via a secure Google Pay checkout and without leaving the Google ecosystem.
Business agents

Business agents

A chatbot branded with the company name can interact with the user directly in Google Search, offering an experience similar to a virtual salesperson to advise and reassure the customer.
Enriched product data

Enriched product data

new Merchant Center attributes (product FAQs, compatible accessories, alternative products, etc.) enrich product feeds to improve the visibility of items in AI conversational results.
AI promotional offers

AI promotional offers

a Direct Offers pilot program on Google Ads allows advertisers to push exclusive discounts when AI detects a customer who is “ready to buy,” in order to close the sale instantly.

The new UCP standard for AI-driven e-commerce

With UCP, Google is laying the foundations for a common language for AI-driven e-commerce. Rather than multiplying specific integrations between each assistant and each merchant, the protocol allows all players to communicate via a shared technical framework.

UCP is designed to work across all sectors (retail, travel, services, etc.) and is based on existing standards. It remains compatible with:

Agent2Agent (A2A) for communication between agents,

Agent Payments Protocol (AP2) for secure payments,

Model Context Protocol (MCP) for managing the conversational context.

Presented as an open and extensible standard, the protocol was co-developed with major players in e-commerce and payments (Shopify, Walmart, Stripe, Visa, Mastercard, etc.). The goal is clear: to promote widespread adoption and avoid fragmentation of solutions.

Key point for merchants: Google insists that brands remain “Merchant of Record.” Even if the transaction takes place via an AI agent, the merchant retains the customer relationship, order management, and business rules. The protocol is said to be non-custodial: Google provides the infrastructure without taking ownership of the customer base.

Technically, UCP is based on proven web standards (REST, JSON, OAuth 2.0). It defines essential functional blocks such as checkout, customer identity linking, and order management. A merchant publishes a UCP profile describing the services they offer, allowing AI agents to dynamically discover their capabilities. The ambition is to move from a logic of multiple integrations to a simple logic: publish once, interact everywhere.

Google’s vision for AI and agentic commerce

Because agentic commerce represents a profound paradigm shift. As Sundar Pichai (Google’s CEO) explained, we are gradually moving from keywords to natural conversations.

Rather than manually comparing products and navigating between multiple sites, users formulate requests in natural language. An AI agent then searches for relevant options, answers questions, compares offers, and can even finalize the purchase.

Humans are only involved in the validation stage.

This scenario, long considered futuristic, is becoming a reality thanks to advances in generative AI and assistants such as Google Gemini. For Google, UCP is the missing link that connects these agents to the existing e-commerce infrastructure.

The stakes are also strategic. Faced with Amazon, which is developing its own assistants, and OpenAI and Microsoft, Google is seeking to remain the central entry point for online commerce. By focusing on an open standard rather than a proprietary solution, Google hopes to unite the ecosystem around its vision.

However, this development raises some major questions: if the purchase decision is made directly in the AI, what role will remain for e-commerce sites and organic traffic? Google says it wants to maintain “open” commerce, but brands will have to accept that conversion will move upstream, into the conversational interface.

In return, AI promises smoother journeys and potentially higher conversion rates.

Native payment integration for purchasing without leaving Google

The first concrete use case for UCP is integrated native payment. When a user views a product via a Google AI interface (AI mode Search, Gemini app), they can complete their purchase directly on Google.

A “Buy” button opens a simplified checkout process. The buyer no longer needs to visit the merchant’s website or re-enter their information: Google Pay uses the data already stored in the Wallet. The goal is to drastically reduce friction and cart abandonment.

Merchants remain the official sellers: stock, delivery, and customer service remain under their control. Payment is based on high security standards, and PayPal will complement Google Pay. For now, this feature is being rolled out in the United States, with international expansion planned gradually.

Google Search will integrate a branded “Business Agent”

Another major announcement: the Business Agent, a conversational agent in the brand’s colors, integrated directly into Google Search. It functions as a virtual salesperson capable of answering questions, recommending products, and guiding customers toward the best option.

For example, a search for a suitcase may bring up a chat window in the name of the brand in question, answering questions about dimensions, materials, or availability. Merchants can customize this agent from the Merchant Center: messages, tone, visual identity.

Initially rolled out in the United States, Business Agent could become a new channel for engagement and conversion, while allowing brands to maintain a direct link with their customers in a world increasingly mediated by AI.

Frequently asked questions about UCP (Universal Commerce Protocol)

What is the Universal Commerce Protocol?

The Universal Commerce Protocol is an open standard from Google that allows AI agents, e-commerce platforms, and payment systems to communicate via a common framework.
How does UCP benefit e-merchants?

It facilitates sales via conversational agents, while leaving merchants in charge of managing orders, customers, and payments.
Does UCP replace e-commerce sites?

No. It adds a new sales channel via AI, without eliminating the role of the merchant site.
When will the Universal Commerce Protocol be available in Europe?

Deployment has begun in the United States. It is expected to arrive in Europe gradually, with no official date at this stage.