New tech and tools for retailers to succeed in an agentic shopping era

Google announces major advances in agentic commerce, where AI completes shopping tasks on behalf of users.
The Universal Commerce Protocol (UCP), co-developed with Shopify, Etsy, Wayfair, Target, Walmart, and endorsed by over 20 others including Adyen, Mastercard, and Visa, establishes an open standard for agents to operate across discovery, purchase, and post-purchase.
Initial use cases include a new checkout feature on Google product listings in AI Mode and the Gemini app, powered by Google Pay and PayPal.
Google also launches Business Agent, a branded AI chat experience for retailers like Lowe's, Michael's, Poshmark, and Reebok, enabling brand-voice interactions and direct purchases.
New data attributes in Merchant Center optimize product discovery for conversational commerce.
Direct Offers, a Google Ads pilot, allows retailers to feature exclusive discounts in AI Mode, with AI matching offers to relevant queries.
These initiatives aim to help retailers capture sales, reduce cart abandonment, and connect with next-generation shoppers.