Google is trying to fix the fragmented world of online shopping by creating a common language for artificial intelligence. On Sunday, the search giant announced a new set of standards and tools designed to let AI agents, online stores, and payment systems work together seamlessly, rather than existing in separate silos.
A shared language for shopping
The biggest announcement is something called the Universal Commerce Protocol (UCP). Right now, every online store uses different code and systems, which makes it hard for a single AI assistant to browse, compare, and buy items across the web.
Google’s new protocol acts as a universal translator. It allows different retailers and payment apps to “speak” the same technical language. This means an AI agent could eventually find a product, check if it’s in stock, and pay for it without needing a custom connection for every single website. The project already has backing from major players like Walmart, Shopify, Visa, and Flipkart.
Chatting directly with stores
Starting today, January 12, Google is also turning its search results into a customer service desk. A new feature called “Business Agents” allows shoppers to chat with specific retailers directly within Google Search.
Launch partners include Lowe’s, Michael’s, and Reebok. If you have a question about a pair of sneakers or a power tool, you can ask the brand’s AI agent immediately. While it is currently used for answering questions, Google plans to update these bots soon so users can buy products without ever leaving the chat window.
AI that knows when to offer a deal
Google is also changing how ads work. A new feature called “Direct Offers” uses AI to guess when a shopper is close to making a purchase. If the system thinks you are ready to buy, it can show a special deal—like a 20 percent discount code—to help close the sale. Brands like Petco and Samsonite are already testing this to see if it boosts sales.
Market Impact & Context
This is Google’s attempt to solve a problem that Amazon doesn’t have. Amazon is a “walled garden” where payments, shipping, and inventory are all connected perfectly. The rest of the web is messy and disconnected.
By creating an open standard like UCP, Google is trying to build an infrastructure that gives independent shops the same superpowers as Amazon. If it works, it ensures that Google Search remains the starting point for shopping, even as AI agents begin doing more of the actual work for us.
What comes next
The Business Agent feature is live now for select retailers in the US. The technical standards for UCP are available for developers to start using, though it will take time for widespread adoption.
