Google is laying the groundwork for “agentic commerce,” where users can complete purchases directly inside AI-driven search experiences.

What’s happening. Google has published a new onboarding guide for its Universal Commerce Protocol (UCP) in Merchant Center, outlining how merchants can integrate with the system and enable checkout directly from product listings in AI Mode and Gemini.

The big picture. As AI search evolves from discovery to transaction, Google is pushing to keep users within its ecosystem by embedding shopping and checkout into conversational experiences.

How it works. Merchants must first complete a technical integration, then submit an interest form and wait for approval before gaining access to onboarding tools in Google Merchant Center, including a sandbox environment to test integration, identity linking and checkout APIs.

Why we care. Google is moving search closer to transaction, meaning users may complete purchases directly inside AI experiences instead of visiting your website. This shifts where conversions happen and could change how performance is measured, attributed and optimized. Early adopters of the Universal Commerce Protocol may gain a competitive advantage as shopping becomes more integrated into tools like Gemini.

Zoom in. The protocol acts as an open standard for connecting product data, user identity and payment flows, enabling seamless purchases without redirecting users to external sites.

What to watch: The rollout is gradual and currently limited to the U.S., with a dedicated UCP integration tab expected to appear in Merchant Center accounts over the coming months.

Bottom line. If widely adopted, the Universal Commerce Protocol could redefine how online shopping works — turning search into a full-funnel, AI-powered checkout experience.

Dig deeper. How to onboard to the Universal Commerce Protocol in Merchant Center

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Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.

She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.