Google’s New Tech and Tools for Agentic Commerce
Google has announced a couple of new tech and tools on January 11, 2026, for retailers to connect to high-intent shoppers and increase sales.
Every day, AI is becoming more integrated into our lives, so Google introduces new tech frequently.
Universal Commerce Protocol (UCP)
Universal Commerce Protocol (UCP) works for the entire shopping steps, from discovery and buying to post-purchase support.
UCP establishes a common language for agents and systems to operate together across consumer surfaces, businesses, and payment providers.
The new protocol can interact with each agent easily, instead of requiring a unique connection to each agent.
UCP can work with existing agent commerce protocols.
- Agent2Agent (A2A)
- Agent Payments Protocol (AP2)
- Model Context Protocol (MCP)
Developed with Industry Leaders
UCP was co-developed with industry leaders, including;
- Shopify
- Etsy
- Wayfair
- Target
- Walmart
and endorsed by more than 20 others across the ecosystem;
- Adyen
- American Express
- Best Buy
- Flipkart
- Macy’s Inc.
- Mastercard
- Stripe
- The Home Depot
- Visa
- Zalando
Google is introducing a new checkout feature powered by the Universal Commerce Protocol (UCP) for AI Mode in search results and the Gemini app.
- Instant Checkout: Eligible U.S. shoppers can purchase products directly while researching, without leaving Google’s interface.
- Security & Convenience: Payments are handled via Google Pay (using info saved in Google Wallet), with PayPal support coming soon.
- Retailer Benefits: Retailers remain the “seller of record” and can customize the integration to reduce cart abandonment and capture sales more efficiently.
- Future Plans: Google intends to expand the feature globally and add features like loyalty rewards, related product discovery, and customized shopping experiences.
The video source is blog.google.
Business Agent for Chat with Brand on Search
Customers can chat with the brand with the new Business Agent feature, like talking with a virtual sales associate.
Eligible brands can activate this feature on Merchant Center.
Merchant Center configurations and more details for Business Agent: https://support.google.com/brandprofile/answer/16410382
The feature will be rolling out with small group retailer websites and then expanding to more in the future.
Direct Offers Discount in AI Mode
The Direct Offers introduced within its AI Mode help retailers connect with shoppers who are ready to make a purchase.
- Targeted Discounts: Advertisers can now display exclusive, real-time deals (e.g., “20% off”) directly within AI-generated search results.
- Contextual Relevance: The offers appear when the AI identifies a specific need, such as a user looking for a “high-traffic, easy-to-clean dining room rug.”
- Mutual Benefit: The pilot program aims to provide better value for consumers while helping retailers increase conversion rates and “close the sale.”
- AI Mode Evolution: This marks a shift in how Google integrates advertising into its conversational AI discovery process.
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