""The Universal Commerce Protocol (UCP) is an open standard designed for the future of commerce, empowering you to turn AI interactions into instant sales. Adopt UCP to enable agentic actions on Google AI Mode and Gemini, starting with direct buying," as Google defines it. It basically gives merchants a way to allow their products to be sold directly through AI experiences like Gemini, AI Mode and other AI engines."
"Here is John's full reply: I disagree, but also, when it comes to technology, it's always good to be nimble. It doesn't mean you should ignore UCP, it will be something that you should help clients set up so that customer who want to buy via AI can. But it won't be the only way customers buy in the future."
Google announced the Universal Commerce Protocol (UCP), an open standard that enables merchants to offer direct purchases through AI experiences such as Google AI Mode and Gemini. UCP allows agentic actions that turn AI interactions into instant sales, providing a new channel for merchants to sell products within AI engines. The announcement prompted concern among some search marketers about potential reductions in traditional SEO opportunities and shifts toward feed engineering or paid placement. Google representatives urged adaptability, noting UCP should be supported for customers who want to buy via AI but will not replace existing shopping channels. Physical stores, online commerce, and AI-driven buying are expected to coexist.
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