Google launched a commerce framework that turns AI assistants into shopping agents. It’s called Universal Commerce Protocol, and it lets you buy things without ever leaving Search.
This isn’t some far-off experiment. Major retailers like Walmart, Shopify, and Etsy helped build it. Plus, companies like Macy’s, Stripe, and Visa are already integrating the system. The message is clear: AI-powered shopping is happening now, whether consumers asked for it or not.
Buy Stuff Right Inside Google Search
Google’s AI mode now handles checkout directly. You can purchase eligible products from certain US retailers without clicking through to their websites.
The system works with Google Pay today. PayPal support arrives soon. But here’s where it gets interesting: Google is building in loyalty points and related product discovery. So the AI doesn’t just complete your purchase. It suggests more things to buy and helps you spend your rewards.
That’s the key shift. Search used to connect you with stores. Now it completes transactions on its own. Google inserted itself between you and the retailer, controlling more of the shopping experience.
Virtual Sales Associates for Every Store
Google created something called Business Agent. Think of it as an AI salesperson that represents specific brands.
These agents answer product questions in each company’s voice. Lowe’s, Michaels, Poshmark, and Reebok are testing it starting tomorrow. More retailers will follow.
So instead of browsing product pages yourself, you chat with an AI that knows the inventory and talks like the brand. It sounds helpful. But it also means AI filters what products you see and how they’re presented. The algorithm becomes your shopping guide, not your own research.
Ads Disguised as Exclusive Offers
Google also launched Direct Offers. Retailers advertising with Google can now show “exclusive deals” to shoppers in AI mode who seem ready to buy.
Notice the wording. These aren’t just search results. They’re paid placements that look like personalized recommendations. Google is testing ads directly inside AI responses, and Direct Offers integrates with that system.
In other words, the AI that’s supposed to help you find the best product also shows you sponsored content. The lines between assistance and advertising just blurred even more.
The Industry Lined Up Fast
Google didn’t build Universal Commerce Protocol alone. Shopify, Etsy, and Walmart co-developed it. Visa, Mastercard, Stripe, and PayPal endorsed it. Even competitors like Amazon could theoretically plug into the standard.
Why did everyone jump onboard so quickly? Because whoever controls the AI shopping layer controls access to customers. Retailers would rather participate in Google’s system than get shut out entirely.
That’s the real story here. Google positioned itself as the gatekeeper for AI commerce. Every company building shopping agents now needs to work with Google’s framework or risk becoming invisible in AI-powered search results.
What This Means for How We Shop
Universal Commerce Protocol changes the relationship between you, retailers, and search engines. Previously, Google pointed you toward stores. Now it replaces them.
You won’t browse multiple websites to compare prices. The AI does that and presents curated options. You won’t navigate checkout pages. Google handles the transaction. You might not even know which retailer fulfilled your order.
For retailers, this creates a tough choice. Participate in Google’s system and give up control over customer relationships. Or stay independent and watch traffic disappear as more people shop through AI agents instead of visiting stores directly.
Neither option is great if you’re trying to build a direct relationship with customers. But the AI shopping wave is already moving. Companies either ride it or get left behind.
This isn’t speculation anymore. The framework launched. The retailers signed on. The checkout feature goes live for US shoppers now. AI shopping agents just became the new normal, and nobody asked if we wanted them.
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