AI platforms like ChatGPT and Perplexity have leaned into shopping features, allowing people to get recommendations and make purchases all in one place. Google is taking that idea to a whole new level with its newly-announced Universal Commerce Protocol (UCP).Â
We're rolling out new updates to help people shop in the new era of agentic commerce:
— Google (@Google) January 12, 2026
-A new checkout feature powered by the Universal Commerce Protocol that will soon let you buy directly on AI Mode in Search and the @GeminiApp right as you’re researching on Google.
-Business… pic.twitter.com/RD2AFfmzz2
Companies like Shopify, Walmart, Target, Wayfair, and Etsy helped develop this UCP, which was announced at the National Retail Federation. It’s a form of AI agent-based shopping that allows users to complete every step of the buying process in one place.
How Does Google’s UCP Work?
Google is connecting its AI Mode and Gemini to business backends to make shopping easier. When users search for extremely personalized shopping recommendations, such as a lightweight, carry-on suitcase of a specific color, the AI results will include specific products that you can click on to learn more.
Rather than having to go to the product’s site to make a purchase, you can add to your cart and pay right in the AI search. Users can check out with Google Pay, but PayPal will also be available in the near future. In addition to working with Google, Shopify is also integrating with Microsoft Copilot for shopping. Soon, shopping within AI searches will likely become the norm.
things possible in agentic commerce with UCP:
— Shopify (@Shopify) January 13, 2026
loyalty programs
subscriptions
delivery dates
bundles
custom terms
basically all the things that make your checkout yours pic.twitter.com/CerpwFkqIy
UCP helps seal the gaps in the currently fragmented process of finding specific products. AI searches can help people find extremely specific products that fit their personal needs, and now, they don’t have to leave that search to order something.
Using UCP as a Business
UCP helps brands increase visibility by appearing in AI searches. Brands set up product and service offerings, customizing them how they want. Businesses still have control over their brand, and they remain Merchant of Record. Google is allowing brands to offer special discounts to encourage people to buy through AI searches.
If businesses want to be part of Google’s UCP, they need an active Merchant Center account while having products eligible for checkout. That way, Google will have all the product information needed to include those items into AI chats and recommendations.
While Google’s UCP has begun rolling out, it’s starting with a controlled, phased approach that only certain users can access. Merchants that want to take advantage of this new feature should fill out an interest form to join the waitlist.
What Does This Mean for Brands?
UCP is just one of the many examples of AI becoming a big part of the marketing industry. If you’re not showing up in AI searches, you could be missing out on sales, especially as AI platforms add shopping features. Focusing on AI optimization and staying on top of new features are crucial for helping your brand succeed.
Unsure how to navigate new technology like Google’s UCP? Contact Avenue Z to see how we can create modern strategies to keep your brand visible.
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