Google announced a new open standard, the Universal Commerce Protocol (UCP), designed to streamline AI agent-based shopping experiences, at the National Retail Federation (NRF) conference today. Developed in collaboration with companies including Shopify, Etsy, Wayfair, Target, and Walmart, the UCP aims to enable AI agents to seamlessly navigate various stages of the customer buying journey, from product discovery to post-purchase support.

The core principle behind UCP is to create a unified framework that eliminates the need for individual connections between agents for different tasks. Instead of requiring separate integrations for each function, the protocol facilitates communication and data exchange across the entire shopping process. Google also stated that the UCP is designed to work with other agentic protocols, such as Agent Payments Protocol (A2P), Agent2Agent (A2A), and Model Context Protocol (MCP), all previously announced by Google. The company emphasized that businesses and AI agents can selectively implement specific extensions of the protocol based on their unique requirements.

Google plans to integrate UCP into its own platforms, including Google Search and Gemini apps, allowing users to directly purchase products from U.S.-based retailers while researching them. This integration will leverage Google Pay for payments and utilize shipping information stored in Google Wallet, simplifying the checkout process.

The introduction of UCP highlights the growing importance of AI agents in e-commerce and the need for standardized protocols to ensure interoperability. AI agents are increasingly being used to assist consumers with tasks such as product recommendations, price comparisons, and order tracking. However, the lack of a common standard has hindered their ability to work together effectively, creating friction for both consumers and retailers.

By establishing a universal protocol, Google hopes to foster a more seamless and efficient AI-powered shopping ecosystem. The UCP could potentially lower barriers to entry for smaller businesses that may lack the resources to integrate with multiple AI agents individually. It could also empower consumers with more personalized and convenient shopping experiences.

The development of UCP reflects a broader trend towards standardization in the field of artificial intelligence. As AI becomes more pervasive, the need for common protocols and frameworks will become increasingly critical to ensure interoperability, security, and ethical considerations. The implications of UCP extend beyond e-commerce, potentially serving as a model for other industries where AI agents are playing a growing role.

The open-source nature of UCP is intended to encourage widespread adoption and collaboration within the industry. Google has not yet announced a specific timeline for the full rollout of UCP across its platforms, but the initial integration with Google Search and Gemini apps is expected to occur soon. The company anticipates that the protocol will continue to evolve as more businesses and developers contribute to its development.