Google Universal Commerce Protocol (UCP)

Google has introduced a new open standard for agentic commerce, the Universal Commerce Protocol (UCP), designed to streamline the shopping experience for retailers and shoppers. UCP facilitates seamless interactions between agents and systems across various retail platforms and payment providers. Google is also launching Business Agent, a virtual sales assistant that retailers can use to engage with customers directly on Google Search. Additionally, new data attributes and the Direct Offers pilot in AI Mode are being introduced to help retailers connect with high-intent shoppers and drive sales.