As if we’re not already spending too much on online purchases, Google just announced new tech that will make shopping even easier.
At the core of the announcement is the just-launched Universal Commerce Protocol (UCP), a “new open standard for agentic commerce.” Developed with major online retailers including Shopify, Etsy, Wayfair, Target, and Walmart, it will enable new ways to purchase things online, such as from within a conversation with an AI agent.
For example, you could ask an AI to help you find a new carry-on suitcase, to which it may offer some options. You’ll soon be able to click on the product right there within that convo and buy it without ever leaving that screen.
Google says more than 20 partners have endorsed the system, including heavyweights like American Express, Best Buy, Macy’s, Mastercard, Stripe, Home Depot, and Visa. For payments, you’ll be able to use Google Pay, with shipping info coming from your Google Wallet; PayPal is joining as a partner “soon.”
Google is also launching a tool called Business Agent, a “virtual sales associate that can answer product questions in a brand’s voice.” So if you’re searching for Reebok sneakers on Google, the branded agent might pop up as an option and help you find the right ones; once again, you’ll be able to complete the purchase and check out directly in that conversation.
Google says Business Agent is live starting today, with partners including Lowe’s, Michael’s, Poshmark, and Reebok.
Credit: Google
Finally, Google is introducing a new type of ads called Direct Offers, allowing advertisers to give exclusive offers to shoppers who are searching for products in AI mode. In other words, you might get a discount from the AI agent you’re chatting with, which should push shoppers towards using this type of experience more often.
