Google has launched a major update on their platform that will benefit all ecommerce sites. Google’s Universal Commerce Protocol is a direct rival to OpenAI’s Agentic Commerce Protocol providing a whole new buyers journey for commerce directly on Google’s AI Mode.
Users will be able to make purchases via Google’s search results if commerce sites are using any of the main merchant marketplaces and platforms such as Shopify, Etsy, Wayfair and more.

Google state that security will still be at its core, ensuring “shoppers can buy confidently” with popular payment methods and using shipping info already saved in Google Wallet and soon PayPal.
Originally, Google would drive users directly to the merchant site to purchase products, but this now removes that layers making it easier for consumers to buy products directly through AI Mode.

Our thoughts are:

• This poses a large threat to website remarketing, as users don’t have to engage with the website to make a purchase.
• Product pricing and availability becomes really important. If any of these are incorrect it may cost you the sale.
• This is likely to be a game changer for low value purchases, but for high value complex sales, website clicks will still be important.
• This also implements the ability to purchase during the research phase of a buyers journey, perhaps closing or shortening the gap and leading to quicker sales.
• We expect there might be an ads aspect to this as well with the option of applying UCP as a placement.

What this means:

The marketing and purchasing landscape are changing with new directions on how we consume. Google is taking the next step to increase access to speedier ecommerce routes, perhaps giving more of a user focused approach rather than a seller.