Google has launched a new open standard to support agent-led shopping across search and chat platforms as Ant International joins the initiative.
The Universal Commerce Protocol is designed to let AI agents, retailers and commerce systems work together across the shopping journey.
It aims to reduce the need for custom integrations across discovery, checkout and post-purchase support.
It is compatible with existing standards including Agent2Agent, Agent Payments Protocol and Model Context Protocol.
The protocol was developed with companies such as Shopify, Etsy, Wayfair, Target and Walmart, and has been endorsed by more than 20 others including Visa, Mastercard, Stripe, Adyen, The Home Depot, Best Buy, Flipkart, Macy’s and American Express.
“Ant International is thrilled to deepen our collaboration with Google and support the Agentic Commerce ecosystem.
By leveraging our leading payment capabilities, Ant International is creating unique agentic commerce solutions for merchants by delivering merchant friendly, seamless user experience and end-to-end trust, ultimately driving business growth,”
said Jiang-Ming Yang, Chief Innovation Officer, Ant International.
Google said the protocol will enable a new checkout experience on eligible product listings in AI Mode in Search and the Gemini app in the United States.
Shoppers will be able to complete purchases using Google Pay with payment and delivery details stored in Google Wallet, with PayPal support expected later.
Retailers will remain the seller of record and can tailor the integration to their systems.
“For agentic commerce to scale, it’s critical for the industry to align on a common set of standards.
We are proud to have Ant International endorse the Universal Commerce Protocol as the foundation for that future,”
said Ashish Gupta, VP/GM, Merchant Shopping, Google.
Google is also launching Business Agent, a branded AI assistant that allows shoppers to interact with retailers through Search.
The feature is going live in the United States with Lowe’s, Michael’s, Poshmark and Reebok, and can be managed through Merchant Center.
In addition, Google is adding new data attributes in Merchant Center to improve product discovery across conversational shopping surfaces such as AI Mode, Gemini and Business Agent.
Google is also testing a new advertising format called Direct Offers, which allows advertisers to present discounts within AI Mode when a shopper is deemed ready to buy.
The pilot currently focuses on price discounts, with plans to expand to bundles and free shipping.
Featured image: Edited by Fintech News Singapore, based on image by ilygraphic via Freepik
