Google has introduced a set of tools and an open standard that use AI agents to guide shoppers from discovery to checkout. The company calls the standard the Universal Commerce Protocol, and it is designed to let AI agents talk to stores and payment systems in a common way. Major retailers and platforms are already on board, and the new tools work with Google Search and with Gemini.
The change aims to make shopping easier for customers and simpler to run for retailers. Shoppers can see tailored recommendations in Search or in Gemini. They can accept an offer and complete a purchase without leaving Google by using Google Pay. Retailers retain control of inventory and customer relationships while AI agents help customers find the right product and complete the sale.
New Commerce Protocol
Universal Commerce Protocol is an open standard built with partners that include Shopify, Etsy, Wayfair, Target, Walmart, and more. The protocol is meant to standardise how agent software requests product details, shipping options, payment methods, and post-purchase service from merchants. The work spans payment networks and logistics partners so agents can role-play the full buying journey from suggestion to delivery. Google says the protocol will let retailers keep the customer relationship while enabling agents to act on the user request.
Google also announced Gemini Enterprise for Customer Experience. The service combines search commerce and service touch points so a retailer can use one AI system to manage product discovery, customer support, and checkout. Google positions this as a tool for brands to offer personalised service at scale while keeping data and commerce controls with the retailer and not with the agent platform. Early adopters include Home Depot and several large food and retail brands that tested proactive offers and agent-led assistance.
Faster Delivery Options
Logistics are a central part of the announcement. Google is expanding delivery options in partnership with third-party providers. Wing, which is part of Alphabet, is scaling drone delivery to many more stores and cities. That adds a faster same-day option to some merchants and helps complete the promise of quick agent-led purchase to doorstep delivery. Retailers can decide which delivery choices are available to agents and to customers at checkout.
What Shoppers Will See
A shopper can ask Gemini to find a kitchen mixer that fits a budget and a delivery window. The agent will query multiple merchants that support the Universal Commerce Protocol. The agent will show a small set of curated options and a clear price and delivery time. The shopper may tap Buy and complete the payment inside Google. The agent can then send a tracking update and offer returns help through the same interface. Google says agents will surface loyalty rewards and merchant offers where available.
What Retailers Gain
Retailers can let agents make offers for them and still keep key business rules. The protocol lets merchants set pricing, inventory, and fulfilment logic and then expose those choices to agent queries. The approach reduces friction when customers ask natural language questions about products and availability. By using a common protocol, retailers and payment partners will not need bespoke connectors for each agent platform. Companies such as Shopify and Wayfair have signalled support for the standard, and several payment networks have joined the effort.
