Agentic shopping has moved from theory to reality, and Google is making a decisive play to shape how it develops. A new wave of retail and advertising tools announced this month points to a future where AI agents handle discovery, evaluation and even checkout on behalf of consumers. For retailers and brands, the implications go well beyond experimentation.

At the centre of the update is the Universal Commerce Protocol, or UCP, a new open standard designed to let AI agents interact seamlessly with retailer systems across the entire shopping journey. Alongside it, Google is introducing branded AI agents for retailers and new ad formats built specifically for AI-driven discovery. Together, these changes reshape where influence, conversion and value are created in digital commerce.

Agentic Shopping Moves Into Reality

Agentic commerce refers to AI systems that can complete tasks for users, from researching products to making payments. Google has already laid the foundations with agent-led payments through its Agent Payments Protocol, making secure automated transactions possible. The latest announcements underline Google’s view that agent-led shopping is inevitable rather than optional.

Consumer behaviour is already moving in that direction. Shoppers increasingly expect instant answers, tailored recommendations and clear value signals, often without navigating multiple retailer websites. AI-powered surfaces such as Search AI Mode and Gemini are becoming the starting point, and in some cases the end point, of the shopping journey.

For retailers, the risk is reduced visibility and influence if buying decisions happen entirely within AI interfaces. Google’s strategy is to position itself as the connective layer between AI agents and commerce systems, while keeping retailers directly involved in discovery, conversion and fulfilment.

Universal Commerce Protocol Explained

UCP is an open standard that creates a shared language between AI agents, retailer platforms and payment providers. Instead of building bespoke integrations for every agent or surface, retailers can connect once and enable compatibility across the wider ecosystem.

UCP has been designed to work alongside existing standards, including Agent2Agent, Agent Payments Protocol and Model Context Protocol. That interoperability lowers friction and reduces the technical burden for retailers of all sizes.

Google co-developed UCP with major partners such as Shopify, Etsy, Wayfair, Target and Walmart. More than 20 additional companies across retail, payments and commerce technology have already endorsed it, including Visa, Mastercard, Stripe, Zalando and The Home Depot. That level of support suggests UCP is intended as shared infrastructure rather than a closed Google system.

Checkout Moves Into AI Surfaces

UCP will soon power a new checkout experience within Google’s AI environments. Eligible product listings in Search AI Mode and the Gemini app will allow shoppers to complete purchases while researching, using Google Pay with payment and delivery details already saved. PayPal support is planned next.

Retailers remain the seller of record and retain flexibility over how the integration works for their business. The commercial upside is clear, fewer steps between intent and purchase, reduced cart abandonment and greater control over conversion at high-intent moments.

What Enablement Looks Like In Practice

From an operational perspective, Google is not asking retailers to adopt a new standalone platform or replace their existing ecommerce stack. Activation is expected to happen largely through tools retailers already use, particularly Google Merchant Center, alongside API and feed-based integrations with their current ecommerce platform or CMS.

Universal Commerce Protocol acts as an integration layer rather than a storefront. Retailers map catalogue data, inventory, pricing, checkout and post-purchase workflows to AI agents without rebuilding their sites. In practical terms, most of the work sits with product data quality, feed enrichment and checkout integration rather than wholesale technology change. For many organisations, readiness will be more about data governance and process alignment than software procurement.

Business Agent Brings Brands Into The Conversation

Infrastructure alone is not enough, which is why Google is also reshaping how brands appear in AI-led discovery. Business Agent is a new branded AI assistant that allows shoppers to chat directly with retailers within Search.

The experience functions like a virtual sales associate, answering product questions in the brand’s voice at high-intent moments. Launch partners include Lowe’s, Michael’s, Poshmark and Reebok, with broader access planned for eligible retailers.

Over time, Business Agent will become more sophisticated. Retailers will be able to train the agent using their own data, surface insights, recommend related products and enable direct purchasing, including agent-led checkout. Brand presence and tone become critical as AI increasingly mediates the customer relationship.

Direct Offers Redefine AI Advertising

On the monetisation side, Google is continuing to test ads within AI Mode and has introduced Direct Offers, a new Google Ads pilot designed for decision-ready shoppers.

Direct Offers allow advertisers to surface exclusive discounts directly within AI-driven results when Google’s systems determine a shopper is close to buying. Instead of relying on generic promotional messaging, brands can present a clear value incentive at the moment of decision.

The pilot currently focuses on discounts, but Google plans to expand into bundles, free shipping and other value-led incentives. Early collaborators include Petco, e.l.f. Cosmetics, Samsonite, Rugs USA and Shopify merchants. Performance will increasingly be judged on conversion within the AI experience rather than traditional click metrics.

Strategic Implications For Retailers And Brands

Agentic shopping will change where and how purchase decisions are made. Influence is moving into AI-powered discovery, while conversion is becoming embedded within those same interfaces. Google’s approach aims to keep the ecosystem open while ensuring retailers and advertisers remain connected to the transaction.

Senior marketers should focus on three areas. Product data depth and structure will determine visibility in conversational discovery. Brand voice must be intentionally designed for AI-led interactions rather than landing pages. Promotional strategy needs to move beyond price alone towards broader value signals as AI-native ad formats mature.

Availability And Rollout Timeline

Timing and geography matter. The Universal Commerce Protocol has been formally launched as an open standard, but consumer-facing adoption is still at an early stage. The first live implementations will appear within Google Search AI Mode and the Gemini app through an embedded checkout experience. Availability is initially limited to the US and to eligible retailers working directly with Google, with wider international rollout planned over time. Additional capabilities such as loyalty rewards, related product discovery and richer post-purchase support are expected in later phases.

That phased rollout reinforces the broader message. Agentic commerce is no longer speculative, but it is not yet ubiquitous. Google is laying the foundations now, giving retailers time to adapt data, integrations and commercial strategies before AI-driven shopping becomes the default. Brands that act early and deliberately will be best positioned as AI increasingly becomes the front door to commerce.