Google adds shopping through AI and launches Business Agent in search
By ForGeeks
Google is launching agent commerce in its services: checkout will appear in the Gemini app and AI Mode, and Google Search will launch Business Agent, a virtual consultant for brands with dialog and sales capabilities.
Google announced the launch of Universal Commerce Protocol, an open standard for so-called agent-based commerce. The protocol is designed to allow AI agents to handle merchandise, payment and support in the same way without having to create separate integrations for each platform or service. One common “language” will allow agents to interact with stores, businesses, and payment systems directly.
Agents will be able to interact with stores, businesses, and payment systems directly.
Universal Commerce Protocol covers the entire buying cycle, from product search and selection to payment and follow-up support. The standard was developed in collaboration with major e-commerce and retail players, and has received support from more than twenty companies in the payment and commerce sectors.
Universal Commerce Protocol is a common “language” that will enable agents to interact directly with stores, businesses and merchants.
The first practical application of UCP will be to make purchases in the Gemini app and AI Mode. If the AI response contains a matching product card from a U.S. retailer, the user will be able to click Buy and start the purchase. The process may involve creating an account with the store, after which the user will be taken to the checkout page. The final confirmation screen will be automatically populated with payment information and shipping address. Support for payment via PayPal will come later.
Stores will remain merchants and retain control over the sales process. They will be able to customize the integration to suit their needs, reducing abandoned baskets and simplifying the path from interest to purchase. In the coming months, they plan to expand the functionality beyond the U.S., adding related product searches, rewards programs, and custom shopping scenarios within Google services.
The functionality is expected to expand beyond the U.S., adding related product searches, bonus program applications, and custom shopping scenarios within Google services.
In parallel, AI Mode continues to test ads. The Direct Offers format will appear in product listings, allowing advertisers to show exclusive offers to users who are ready to buy. These offers will be labeled as Sponsored deals. The idea is to complement a relevant selection of items with special discounts that increase the likelihood of completing a purchase.
Another announcement was the launch of Business Agent in Google Search. If a user searches for a product from a connected retailer, a Chat button will appear in the results. It opens a dialog with a virtual consultant who answers questions about products in the brand’s signature style. The launch is starting with a limited number of retailers and will be expanded gradually.
In the future, companies will be able to train the Business Agent on their own data, gain additional insights about customers, suggest related products, and enable direct purchases right in the dialog, including agent-based checkout. In this way, Google is gradually turning search and AI interfaces into a full-fledged commerce platform.
