The Universal Commerce Protocol for retailers is a new open standard that links AI agents, payments, and shopping surfaces. Retailers can power secure checkout in Search and Gemini, chat with customers through Business Agent, and run Direct Offers. Here is how to use it to grow traffic and sales. AI is changing how people shop. Customers now ask questions, compare options, and buy in one flow. Google and major retailers built a path for this shift. The protocol and tools connect discovery, checkout, and service. The goal is simple: reduce friction and help more shoppers finish a purchase.

What the Universal Commerce Protocol for retailers means

One standard, many surfaces

UCP creates a common language so AI agents and retail systems can talk to each other. It works across the shopping journey, from search to support. It is designed to fit with other standards like A2A, AP2, and MCP. This allows faster setup and fewer one-off integrations.

Security and payments built in

The new checkout in Search and the Gemini app uses saved payment methods in Google Wallet and supports Google Pay, with PayPal coming soon. Retailers stay the seller of record and can customize the flow. This reduces cart drops and shortens the path to purchase.

Activate a branded agent on Search

Google’s Business Agent lets shoppers chat with your brand right on Search. It acts like a helpful sales associate. It can answer questions in your voice, show related products, and, over time, support direct purchases. – Launch in Merchant Center if you are eligible in the U.S. – Train it with your product data, policies, and store hours. – Add answers to common questions, like sizing, care, or compatibility. – Use the insights to see which questions block purchases.

Turn discovery into checkout with AI Mode

AI Mode in Search and Gemini elevates products that match a shopper’s intent. With UCP, eligible listings can add instant checkout so buyers act the moment they are ready. This matters when intent is high, like when someone searches for a specific size, material, or feature. Retailers can also layer loyalty rewards and build custom shopping moments on Google as capabilities expand.

Boost conversion with Direct Offers

Google is piloting Direct Offers in AI Mode. You set discounts or other value adds in your campaigns. Google’s AI decides when to show them to shoppers who are likely to buy. – Start with clear offers, like “20% off” or “Free shipping over $50.” – Align offers to shopper need states, such as “stain-resistant rugs” or “carry-on suitcases.” – Test bundles for related items that often sell together. – Track uplift in conversion rate and average order value.

Upgrade your product data for conversational commerce

The new era favors rich, clear data over keywords alone. Google is adding dozens of Merchant Center attributes to fuel AI answers and agent handoffs. Think in terms of what a person asks in plain language.

Practical data improvements

– Write short, factual answers to common questions (e.g., “Is it machine washable?” “What is the warranty?”). – Add compatibility and substitutes (e.g., “Works with XYZ filters” or “Alternative if out of stock”). – Include materials, fit, care, and use cases (e.g., “Best for high-traffic dining rooms”). – Keep price, stock, shipping speed, and returns accurate and fresh.

Implementation playbook to boost sales

Phase 1: Foundations

– Audit your feeds: titles, images, attributes, and availability must be clean and up to date. – Map your customer Q&A: collect top questions from support chats, reviews, and store staff. – Secure payments: confirm support for Google Pay and prepare for PayPal.

Phase 2: Go live where ROI is fastest

– Enable checkout on eligible listings in AI Mode for high-intent categories. – Turn on Business Agent with limited scope (best-sellers first). – Launch Direct Offers on products with strong margins and clear benefits.

Phase 3: Scale and optimize

– Expand attributes in Merchant Center to fuel better AI responses. – Add loyalty benefits to the checkout flow (points, member pricing). – Use session replays and chat transcripts to improve product pages and policies.

Measurement tips

– Track assisted conversions from AI Mode and Business Agent. – Compare abandonment rates before and after instant checkout. – Attribute uplift from Direct Offers to see net profit by campaign. – Monitor repeat purchase rate when loyalty is visible at checkout.

Why this matters for teams and partners

Adopting the Universal Commerce Protocol for retailers reduces technical overhead and speeds experiments. It helps product, marketing, engineering, and payments teams pull in the same direction. Since UCP aligns with A2A, AP2, and MCP, your agents, payment flows, and context windows can work together with fewer custom builds. – Product teams can ship new experiences faster across Search and Gemini. – Marketing teams can match intent with relevant offers, not just lower prices. – Engineering teams can rely on open standards instead of brittle one-offs. – Payments teams can maintain security and control as the seller of record.

Quick wins you can ship this quarter

• Publish short Q&A answers in your feed for your top 100 SKUs.
• Enable Business Agent for one category with high returns and lots of questions.
• Set a limited-time Direct Offer on products with low inventory risk.
• Automate back-in-stock and substitute recommendations.
• Pilot the Universal Commerce Protocol for retailers checkout on Search for peak days.

Retail is moving to an agentic model, where AI does more of the work for the shopper. The winners will remove friction at every step, speak in clear language, and surface real value when intent is highest. With Google’s open standard, Business Agent, AI Mode checkout, and Direct Offers, you can turn more searches into sales. Now is the time to test, learn, and scale with the Universal Commerce Protocol for retailers. (Source: https://blog.google/products/ads-commerce/agentic-commerce-ai-tools-protocol-retailers-platforms/) For more news: Click Here

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