On January 12, 2026, at the National Retail Federation Conference, Google introduced a groundbreaking open commerce standard known as the "Universal Commerce Protocol" (UCP). The primary objective of this protocol is to bring about the full automation of the shopping process through AI agents.

This protocol was developed through a collaborative effort between Google and prominent retailers, including Shopify and Walmart. It empowers AI agents to be involved in various stages of the shopping journey, starting from product discovery and extending all the way to after-sales service. Moreover, the UCP is designed to be seamlessly compatible with existing protocols such as AP2 and A2A.

Google has outlined its initial plans to implement the UCP in its search engine's AI mode as well as in the Gemini app. This integration will enable users to make payments directly using Google Pay or the soon-to-be-launched PayPal service. Additionally, users will have easy access to shipping information that has been securely stored in their Google Wallet.

Beyond that, Google is currently in the testing phase of a "Direct Connection to Deals" tool. This tool incorporates a new "Data Attributes" feature, which is aimed at enhancing the display of AI search results. Furthermore, Google has launched the Gemini Enterprise CX solution. In the business realm, merchants like Lowe's and Reebok have already embraced and integrated exclusive AI agent functionalities tailored specifically for their enterprises.