Google launches Universal Commerce Protocol for AI shopping
Sundar Pichai presents new tools for retail. The goal: shopping should become easier.
Google CEO Sundar Pichai made three announcements at the National Retail Federation: a new protocol for AI-driven commerce, a customer solution called Gemini Enterprise, and the expansion of the delivery service Wing. Sounds like a lot of marketing speak. Let's take a look at what is genuinely new.
The numbers show where the journey is headed. In December 2024, Google processed 8.3 trillion tokens via its API. One year later: over 90 trillion. That is an elevenfold increase.
Google has been working with retailers for 27 years. The new strategy: AI should simplify the entire shopping process. From product search to delivery.
The Shopping Graph: 50 billion products in real time
Google has been using the Shopping Graph since 2021. A system with over 50 billion product listings. Prices, availability, reviews. 2 billion of these listings are updated every hour.
With AI Mode, product search is fundamentally changing. Instead of scrolling through pages of results, the AI takes over the work. You ask a question. The AI filters what is relevant.
Universal Commerce Protocol: A new standard
Google is introducing the Universal Commerce Protocol (UCP). An open protocol for AI-driven commerce. Developed together with Shopify, Etsy, Wayfair, Target, and Walmart. Over 20 other companies support it.
UCP is compatible with existing protocols such as Agent2Agent, Agent Payments Protocol, and Model Context Protocol. It works across industries. Available starting today.
Native Checkout
Soon there will be a buy button directly within Google Search and Gemini. Retailers can offer personalized prices. Loyalty discounts. Suggest additional products during checkout. Payment via Google Pay. All without leaving the platform.
Retailers remain at the center
The retailer remains the Merchant of Record. They own the customer relationship. That is an important point. Many platforms take on this role themselves.
Gemini Enterprise for Customer Experience
The new platform is built specifically for retail. It connects fragmented touchpoints into a seamless journey. Shopping assistants, support bots, merchandising assistance.
The Home Depot and McDonald's are already using the agents for customer service. Kroger is testing a shopping agent running directly within its own app. Like a digital sales advisor.
Gemini Enterprise for Customer Experience is available as a preview starting today. It is based on open standards. Fully integrated with the Universal Commerce Protocol.
Wing Delivery is expanding
Delivery is expensive. Logistically complex. Wing, Alphabet's delivery drone subsidiary, wants to solve this problem.
Wing and Walmart doubled deliveries in existing markets in 2025. Now comes the expansion: Houston (next week), Orlando, Tampa, Charlotte. More cities will follow.
Conclusion: A major breakthrough or marketing promise?
Google is positioning itself as a full-stack partner for retail. The tools are here. UCP is open and compatible. Gemini Enterprise is already running with initial partners. Wing is expanding.