Google has launched an agentic commerce protocol named Universal Commerce Protocol (UCP), in collaboration with Ant International, to enhance AI functionalities.
The UCP is intended as a universal standard that will enable agents and systems to communicate effectively from the initial discovery phase through purchase and post-purchase support stages. This initiative aims to streamline operations across various consumer touchpoints and business domains without necessitating separate connections for each agent, thereby facilitating smoother interactions.
Integration and Functionality
The UCP will initially serve as a foundational component of Google’s new checkout feature, allowing users to make purchases in AI mode via browser search or the Gemini app. Initial credential providers include Google Pay, with PayPal slated for integration later.
Ant International is collaborating on the launch of UCP and aims to deliver enhanced capabilities for merchants through agentic commerce solutions. These solutions are expected to offer control over algorithmic engagement, an agent-native experience, and trust throughout the shopping journey.
- Control over algorithmic engagement: Merchants can define how their brand, offers, loyalty programs, and memberships are represented and executed by AI agents. This ensures a consistent customer experience reflecting the brand’s identity and service optimization.
- Agent-native experience: By leveraging Ant International’s expertise in alternative payment methods (APMs) and partnerships with digital wallets, users will remain within their AI experience during shopping and checkout. Support from Antom EasySafePay ensures a seamless journey without leaving the AI environment.
- Trust across the agentic shopping journey: User intent is verifiable, transactions are traceable, and accountability is clear for all participants in the payment lifecycle. EasySafePay uses Multi-Party Computation (MPC)-based AI risk management and mobile device security systems to identify and block fraudulent transactions.
Participating retailers like Shopify, Etsy, Wayfair, Target, and Walmart are involved in the protocol’s development. Gemini will include products from Walmart and Sam’s Club in search results, with Walmart leveraging purchase history for complementary recommendations and combining orders across platforms to apply membership benefits.
Retailers will continue to be the merchant of record. Google plans to introduce additional features like related product recommendations, loyalty and rewards programs, and customized shopping experiences on Google over subsequent months. UCP will support both Shopify and Gemini in providing a secure environment for merchants to increase sales, discoverability, and conversions.
