Google Launches AI-Powered Shopping Revolution with Universal Commerce Protocol for Direct Checkout
Summary
Google launches Universal Commerce Protocol in 2026, enabling AI-powered direct checkout within search experiences and partnering with Etsy and Wayfair to revolutionize online shopping with personalized recommendations and seamless transactions.
Key Points
- Google reimagines commercial experiences in 2026 to be fluid, assistive and personal, using AI to match brands with creator communities on YouTube and eliminate the trade-off between shopping speed and certainty
- New ad formats launch in AI Mode for Search that bridge inspiration and action, including sponsored shopping recommendations and Direct Offers that help businesses provide tailored offers to ready-to-buy shoppers
- Agentic commerce becomes reality through the Universal Commerce Protocol (UCP) that enables secure shopping directly within AI experiences, with UCP-powered checkout now rolling out for US shoppers on Etsy and Wayfair