What we know
UCP connects artificial intelligence, retailers, and payment systems into a single framework. At launch, Google is rolling out three core features:
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Fast checkout in Google Search. Users can complete purchases directly within search results without visiting a retailer’s website. Initially, only Google Pay is supported, but PayPal, reward points, and similar product recommendations are expected to be added soon.
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Business Agent. A virtual sales assistant that represents a brand and консультs users on its behalf. Early partners include Lowe’s, Reebok, Michaels, and Poshmark.
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Direct Offers. Retailers can display personalized discounts directly within AI Mode in Google Search.
Google says the new protocol is compatible with existing industry standards, including Agent2Agent and Model Context Protocol. Companies such as Shopify, Walmart, and Etsy have already joined the development of UCP, while support has also been expressed by Stripe, Visa, Macy’s, and other major market players.
Outlook:
It shows Google’s intention to transform traditional search into a fully agent-driven commerce experience. If fully implemented, this could shift the balance of power toward platforms that control AI agents and checkout flows, forcing merchants to compete primarily on price, product availability, and data integration quality rather than relying on traditional search visibility as they did before.
