Google has unveiled the Universal Commerce Protocol (UCP), an open standard designed to streamline AI-driven shopping. Announced at the National Retail Federation's conference, UCP creates a common language for AI agents and retail systems, enabling consumers to complete purchases directly within Google's AI Mode search results and the Gemini app.
The protocol was co-developed with major e-commerce and retail companies including Shopify, Etsy, Wayfair, and Target. It aims to simplify the online shopping journey from discovery to checkout, reducing cart abandonment and establishing a new foundation for agent-led commerce across the web.