Google launches Universal Commerce Protocol with native checkout in Gemini and Search

Pichai announced the Universal Commerce Protocol at the NRF retail conference, an open standard for agentic shopping built with Shopify, Etsy, Wayfair, Target and Walmart. Its first capability is native checkout paid through Google Pay, and a buy button is coming to Google surfaces including AI Mode and Gemini. For traders this is the commerce layer behind Gemini shopping, but Google disclosed no revenue figures for it.

• Developed with Shopify, Etsy, Wayfair, Target and Walmart; endorsed by more than 20 other companies
• First capability: native checkout with Google Pay inside the conversation
• Buy button coming soon to AI Mode in Search and to Gemini
• Google says tokens processed for retailers rose from 8.3 trillion (Dec 2024) to over 90 trillion (a year later)