Power the next era of agentic commerce
across Google
Turn everyday conversational AI into high-value opportunities with the Universal Commerce Protocol (UCP). Integrating this open standard allows merchants to meet customers across Google AI surfaces, delivering dynamic, tailored agentic shopping experiences and frictionless checkout at the exact moment of intent.
Why implement UCP on Google?
Maintain full control of your brand
You remain the Merchant of Record. Keep all of your customer data and relationships.
Ready-made reach
Use your existing Merchant Center account shopping feeds to capture high-intent customers during discovery. UCP unlocks access to users on surfaces like AI Mode in Search and Gemini web (app coming soon).
Build shopper confidence at scale
Rely on a system designed for trust. UCP creates a transparent accountability trail between merchants, credential providers, and payment services, helping to ensure each transaction is secure, every time.
Power agentic commerce across Google with UCP
Implement protocol operations and extensions tailored to your industry to enable real-time booking, ordering, and checkout across relevant Google surfaces.
Shopping
Shopping
Allow users to discover products, manage items in a unified cart, and check out without leaving their AI personalized workflow.
- Identity linking
- Cart building & transfer
- Checkout
- Order management
- Discounts & Loyalty
Lodging
Lodging
Enable high-quality booking flows directly in AI Mode with real time pricing and availability checks for rooms, seamless guest registration and secure checkout with complex payments schedules.
- Booking
Food
Food
Power personalized restaurant and menu discovery, dish selection, and checkout—with full support for item customizations and fulfillment options.
- Coming soon
Learn more about Universal Commerce Protocol
By adopting the Universal Commerce Protocol, you enable seamless, agentic commerce actions across Google's AI surfaces.
Explore the standard
Review the open-source interface that standardizes integrations between consumer surfaces and ecosystem players.
Visit GitHub
Check the roadmap
See upcoming features like multi-item carts, account linking for loyalty programs, and post-purchase support for tracking and returns.
View roadmap
Partner with us
Join the waitlist to become part of an ecosystem of industry leaders adopting the protocol to drive the next generation of commerce.
Join waitlistFrequently asked questions
What is the Universal Commerce Protocol (UCP)?
UCP is a new open standard that unifies digital commerce. It enables direct, instant purchases across AI surfaces like AI Mode in Google Search and the Gemini app, reducing friction and cart abandonment.
What can I expect when I integrate with UCP?
- Expanded reach: Connect with high-intent shoppers directly within Google's AI surfaces, including AI Mode in Google Search and the Gemini app.
- Reduced checkout friction: Enable direct purchases within the interaction flow to keep users engaged.
- Control: You remain the Merchant of Record, maintaining full control over your custome relationships and data.
- Flexibility: Choose between different integration paths (Native and Embedded) to suit your brand and technical stack.
- Readiness for agentic experiences: Use core features like multi-item carts and account linking designed to support upcoming agentic capabilities.
- Compatibility across the ecosystem: Benefit from a protocol that is interoperable with major industry standards (Agent Payments Protocol (AP2), Agent2Agent (A2A) and Model Context Protocol (MCP)) and built to handle the full end-to-end shopping journey.
Will I lose control of my customer data?
No. You remain the Merchant of Record for all transactions. You retain full ownership of your customer relationships, data, and the post-purchase experience. Our standard security and privacy practices apply to the interaction, but you own the transaction.
Is it compatible with my existing tech?
UCP is fully compatible with protocols such as AP2, A2A, and MCP. It supports transport REST API and MCP binding. We provide adapters to ensure compliance if you are using other protocols.
UCP primitives map 1:1 to standard retail operations such as checkout. UCP was designed in collaboration with industry leaders to ensure a low-lift integration that aligns with your existing business logic.
We have also deployed native SDKs for better language bindings, allowing you to integrate UCP faster within your existing development environment.
How does UCP differ between Shopping, Lodging, and Food?
While each vertical utilizes specialized schemas (such as room types for lodging or dish modifiers for food), all verticals share foundational UCP primitives like identity linking, loyalty, and standardized checkout lifecycles.
How do I implement UCP for my Google integration?
Select your industry from the vertical module to get more details about vertical specifications and instructions.