Google launches Universal Commerce Protocol to power AI agents across retail ecosystem
Google unveiled the Universal Commerce Protocol at the National Retail Federation conference, creating an open standard for AI commerce developed with Shopify, Walmart, Target, and Etsy. The protocol enables AI agents to handle discovery, purchasing, and post-purchase support without custom integrations. Google will soon offer direct checkout through AI Mode in Search and Gemini, while retailers can deploy AI-powered Business Agents and exclusive Direct Offers to shoppers.