Google has introduced new tools enabling shoppers to complete purchases directly within AI Mode and interact with branded AI agents in Search results. Customers can buy products from eligible listings on Google, with retailers remaining the sellers of record. However, checkout occurs on Google platforms rather than the retailer’s own website. Universal Commerce Protocol Enables AI Mode Checkout Google unveiled the Universal Commerce Protocol (UCP), an open standard for what it terms “agentic commerce. ” This protocol powers checkout for qualifying Google product listings in AI Mode, both in Search and the Gemini app. UCP was developed in collaboration with Shopify, Etsy, Wayfair, Target, and Walmart. Additionally, over 20 other companies, such as Adyen, American Express, Best Buy, Mastercard, Stripe, The Home Depot, and Visa, have endorsed it. Shoppers will utilize Google Pay, using payment and shipping details stored in Google Wallet. Support for PayPal is forthcoming. The UCP checkout initially applies to eligible U. S. retailers, with plans for global expansion. Business Agent Brings Branded Chat to Search The new Business Agent feature allows users to chat with brands directly within Search results. Google calls it a “virtual sales associate” capable of answering product questions in a brand’s unique voice. Launching January 12, the feature will debut with Lowe’s, Michael’s, Poshmark, Reebok, and others.

Eligible U. S. retailers can activate and personalize their agents through the Merchant Center. Future enhancements include training agents on retailer-specific data, offering product promotions, and enabling purchases within the chat interface. Direct Offers Pilot Introduces Ads in AI Mode Google also announced Direct Offers, a pilot program presenting exclusive discounts to users searching for products in AI Mode. For example, a rug search could display a special 20%-off offer from relevant retailers. Retailers configure these offers in campaign settings while Google decides when to showcase them. Initial partners include Petco, e. l. f. Cosmetics, Samsonite, Rugs USA, and various Shopify merchants. Why This Matters With checkout available in AI Mode, users can research, compare, and purchase products without leaving Google to visit retailer sites. This shift alters ecommerce traffic patterns: while sales still occur, visits to retailer websites might decrease. Retailers utilizing UCP gain access to highly motivated buyers at the point of purchase decision, whereas non-participating retailers risk reduced visibility as consumers increasingly expect to transact directly within Google. Looking Ahead Checkout in AI Mode will soon be available to qualifying U. S. retailers. The Business Agent feature launches January 12, and the Direct Offers pilot continues with selected advertisers. Google also plans to introduce new Merchant Center data attributes to enhance discovery in AI Mode, Gemini, and Business Agent, initially with a limited retailer group before wider rollout. Featured Image: hafakot/Shutterstock