How to begin using Google’s Universal Commerce Protocol
An open standard for the future of business, the Universal business Protocol (UCP) enables you to convert AI interactions into immediate sales. Use UCP to allow agentic actions on Gemini and Google AI Mode, beginning with direct purchases.
Google introduced the Universal Commerce Protocol (UCP) as an open standard to facilitate AI-powered commerce. By connecting to merchant systems in the same way, it enables AI assistants to find products, handle carts, process payments, and track orders directly.
UCP is AI-first, which means that it is designed for conversational and agent-based commerce rather than manual browsing and form-based checkouts, in contrast to standard eCommerce APIs.
Why does Google use UCP?
- Keep complete control of your brand.
The Merchant of Record is still you. Save all of your client information and connections.
- Pre-made reach
During discovery, use the shopping feeds from your current Merchant Center account to attract high-intent clients. Users can access surfaces like AI Mode in Search and Gemini online (an app will be released soon) with UCP.
- Increase customer trust at scale
Depend on a system built on trust. UCP helps guarantee that every transaction is safe, every time, by establishing an open accountability trail between payment services, merchants, and credential providers.
How Google UCP Works
Product Discovery: AI fetches real-time product details, pricing, and availability
Checkout & Payments: Secure, token-based transactions via supported payment systems
Order Management: AI can track deliveries, returns, and post-purchase updates
Why Google UCP Matters
Enables faster, conversational shopping
Reduces integration complexity for merchants
Keeps merchants in control of pricing, data, and fulfillment
Prepares businesses for AI-driven commerce
Impact on Digital Marketing
Structured product data becomes critical
AI-based recommendations may reduce reliance on traditional ads
Brands must optimize for AI discovery, not just SEO rankings
Conclusion
By developing a common interface for AI systems and online retailers to collaborate, Google UCP is influencing the direction of AI-powered eCommerce. As commerce moves toward conversational AI, early adoption might help businesses maintain their competitiveness.
