Google has unveiled new tools designed to enhance online shopping experiences by allowing users to complete purchases directly within AI Mode and interact with branded AI agents in search results. This initiative marks a significant shift in how consumers can shop on the platform, enabling them to buy from eligible product listings without leaving Google.
Under this framework, retailers maintain their roles as the seller of record, while the checkout process occurs on Google surfaces instead of the retailers’ websites. This development is powered by the newly introduced Universal Commerce Protocol (UCP), which Google describes as an open standard for “agentic commerce.” The UCP will facilitate checkout for eligible product listings found in AI Mode within both Google Search and the Gemini app.
In collaboration with major players such as Shopify, Etsy, Wayfair, Target, and Walmart, Google has developed the UCP, which has garnered endorsements from over 20 additional companies, including Adyen, American Express, Best Buy, Mastercard, Stripe, The Home Depot, and Visa. As consumers engage in purchases, they will utilize Google Pay, leveraging payment methods and shipping information stored in Google Wallet, with support for PayPal expected to follow. Initially, UCP checkout will be available for eligible retailers in the U.S., with plans for a global rollout in the future.
In addition to checkout functionality, Google introduced the Business Agent feature, which allows shoppers to chat with brands directly in the search results. Described as a “virtual sales associate,” this tool aims to answer product questions in the brand’s voice, enhancing the shopping experience. The feature is set to launch on January 12, featuring brands like Lowe’s, Michael’s, Poshmark, and Reebok. Eligible U.S. retailers can activate and customize this agent through the Merchant Center, with Google intending to add capabilities for training agents on retailer data, offering product promotions, and enabling purchases within the chat interface.
Google also announced the Direct Offers initiative, a new advertising pilot within AI Mode that allows retailers to present exclusive discounts to consumers searching for specific products. For instance, a search for rugs might display a special 20% discount from relevant retailers. Retailers can set up these offers within their campaign settings, while Google manages their display timing. Early partners in this initiative include Petco, e.l.f. Cosmetics, Samsonite, Rugs USA, and various Shopify merchants.
The introduction of checkout in AI Mode signifies a transformative change for e-commerce dynamics. Shoppers will have the ability to research, compare, and purchase products without ever visiting a retailer’s site, potentially altering the traffic landscape for e-commerce platforms. While sales will still occur, the lack of site visits may affect retailers’ online traffic metrics. Retailers participating in the UCP will gain access to highly motivated buyers precisely at the point of decision-making. Conversely, those not adopting this new standard may struggle to maintain visibility among consumers who expect a seamless purchasing process within Google.
Looking ahead, the checkout feature in AI Mode is set to roll out to U.S. retailers in the near future, with the Business Agent debuting on January 12. The Direct Offers pilot is currently available for select advertisers, reflecting Google’s strategic focus on enhancing the shopping experience through AI-driven innovations. As the company aims to introduce new Merchant Center data attributes designed for discovery within AI Mode, Gemini, and the Business Agent, expansion efforts will begin with a small group of retailers before widening to a broader audience.
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