Google has unveiled a new approach to digital commerce built around artificial intelligence, signalling a shift from traditional search-led shopping to agent-driven, conversational buying experiences. Central to the announcement is the Universal Commerce Protocol, an open framework designed to allow AI agents, retailers and commerce platforms to interact smoothly across discovery, decision-making and checkout.
The Universal Commerce Protocol provides a standardised way for AI systems to connect with retailer backends, inventory, pricing and payments without requiring custom integrations for each platform. Google said the protocol has been developed in collaboration with major retailers and commerce platforms, with support from a broader ecosystem of technology partners, to ensure interoperability and scale.
The protocol will underpin new checkout experiences within Google’s AI surfaces, allowing users to complete purchases directly inside conversational environments such as AI-powered search and assistant interfaces. While transactions happen within these AI experiences, retailers remain the seller of record and retain control over customer relationships, data and fulfilment.
Alongside the protocol, Google has introduced Business Agent, a branded AI assistant that enables retailers to engage with shoppers in real time. The tool allows businesses to answer product questions, offer guidance and support customers using their own brand voice during high-intent moments in the buying journey.
Google is also expanding its commerce data capabilities by introducing new Merchant Center attributes tailored for AI-led discovery. These enhancements are intended to help AI agents better understand products, including their use cases, compatibility and common customer considerations, improving relevance in conversational shopping scenarios.
In addition, the company has begun testing Direct Offers, which allow retailers to surface exclusive deals and promotions directly within AI-driven shopping experiences when consumers are ready to purchase.
The move reflects Google’s broader strategy to position AI agents as active participants in commerce, capable of discovering products, assisting decisions and completing transactions, while creating new opportunities for retailers to connect with customers in an increasingly automated digital marketplace.
