New tech and tools for retailers to succeed in an agentic shopping era (blog.google)

In a significant leap towards agentic commerce, Google has announced the launch of the Universal Commerce Protocol (UCP), intended to unify interactions between AI agents and retail systems throughout the shopping journey. Co-developed with industry giants like Shopify, Etsy, and Walmart, UCP establishes an open standard for seamless communication across various platforms, enabling agents to engage without the need for custom connections. This protocol enhances the efficiency of agent-led transactions, allowing features like a new Google checkout for U.S. retailers, enhancing security with payment methods saved in Google Wallet, and supporting direct purchases through new AI functionalities. Additionally, Google introduced the Business Agent, enabling brands to interact with customers directly on search results, acting as virtual sales associates that can address product inquiries in brand-specific tones. This initiative, along with the integration of new data attributes in Merchant Center for optimized discoverability and the pilot of Direct Offers for exclusive shopping deals, positions retailers to leverage AI effectively. As shopping behaviors evolve, these advancements are poised to facilitate a more personalized and efficient shopping experience, helping retailers engage customers at critical decision points while driving sales in an increasingly AI-driven marketplace.