"This is why we introduced the Universal Commerce Protocol last month to standardize how businesses connect with AI agents across the entire shopping journey,"
"Agentic commerce is no longer just a concept, it's reality,"
"Our goal is two-fold: One, remove the gruntwork of shopping so consumers can focus on the fun parts. Two, work hand in hand with the industry on the building blocks needed to make agentic commerce seamless and secure."
"We've spent the past year testing new ad formats that bridge inspiration and action,"
Google is expanding its agentic AI shopping tools to third-party e-commerce platforms, enabling US shoppers to buy items from Etsy and Wayfair directly within AI Mode and via its Gemini agent. The rollout uses the Universal Commerce Protocol to standardize connections between businesses and AI agents across the shopping journey. Etsy and Wayfair helped co-develop the protocol alongside retailers like Walmart and Target. Google is also testing sponsored listings inside AI Mode and redesigning the shopping experience to be more visual. The company cites a large surge in generative AI referral traffic and emphasizes reducing shopping gruntwork while building secure infrastructure for agentic commerce.
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