Google и партнеры внедряют универсальный стандарт для интеллектуальных покупок Translation: Google and partners introduce universal standard for intelligent shopping

Google announced a new open standard known as the Universal Commerce Protocol (UCP) designed for AI-enabled shopping.

This solution has been developed in collaboration with Shopify, Etsy, Wayfair, Target, and Walmart, allowing agents to operate at various stages of the purchasing process.

The standard aims to simplify the buying process, which typically requires connections to multiple AI assistants.

According to Google’s representatives, UCP is compatible with other similar protocols such as Agent Payments Protocol, Agent2Agent, and Model Context Protocol. Businesses have the flexibility to select tools that best suit their specific needs.

Google plans to implement UCP in its search engine’s AI mode and within the Gemini application. This will enable users to place orders directly with American retailers while searching for products.

Payments will be processed via Google Pay, with support for PayPal expected in the future. Delivery information will be stored in Google Wallet.

«This is one of the most intriguing aspects of the agency approach. It excels at connecting individuals with specific interests to products that match them perfectly. For instance, I would have never searched for a particular item, but it somehow found me. Such moments create the best commercial opportunities,» commented Shopify’s CEO, Tobi Lütke.

His company previously offered a similar integration with Microsoft Copilot for shopping, allowing users to place orders during conversations with AI.

Google has revealed other commerce-related solutions, enabling brands to offer exclusive discounts to users who engage with AI recommendations.

For example, if a user searches for a rug with the query:

«I’m looking for a modern, stylish, high-quality rug for the dining room. It should be easy to clean.»

Brands can tailor marketing campaigns to provide discounts during the search.

The company also introduced new data attributes in Merchant Center, allowing sellers to better position their products in AI-driven search results.

Retailers can now integrate AI-based business agents into Google Search to respond to customer inquiries, with companies like Lowe’s, Michael’s, Poshmark, and Reebok already utilizing this feature.

The tech giant has announced Gemini Enterprise for Customer Experience, a set of tools designed for managing purchases and customer service, aimed specifically at retailers and restaurants.

Automated AI shopping is trending, as many experts and business owners recognize its benefits and are working on developing the necessary infrastructure.

In May 2025, CEO of Aptos Labs, Avery Ching, stated that digital assistants must be granted access to blockchain assets, including cryptocurrencies, tokens, and tokenized assets like real estate.

Coinbase is working on implementing a similar mechanism, having unveiled a solution for online payments, called x402. This technology facilitates the transfer of stablecoins through standard internet protocols, enabling AI agents to conduct autonomous transactions.

Recall that in September, Google launched a new open-source protocol that enables AI applications to send and receive payments.