Another major retail announcement from Google at Google Marketing Live: new Universal Commerce Protocol (UCP) features and AI tools designed to power the next era of shopping.
The goal: make it easier for consumers to discover, buy, and check out directly across Google’s AI experiences.
Key updates:
Universal Cart
A cross-retailer cart that works across Search, Gemini, and other Google surfaces
Supports seamless checkout with Google Pay or transfer to the merchant’s site
Launching with brands including Nike, Sephora, Target, Walmart, and Shopify merchants
Expanded payment options
Buy now, pay later integrations with Affirm and Klarna directly in Google Pay
UCP in advertising
Enables instant checkout from Shopping ads on YouTube and Direct Offers
Global and vertical expansion
Rolling out to Canada, Australia, and later the U.K.
Expanding into hotel bookings and food delivery
AI performance insights
New Merchant Center reports show share of voice and visibility across AI surfaces
Conversational attributes
Retailers can optimize product descriptions to match natural-language search behavior
Ask Advisor in Merchant Center
Provides tailored recommendations and connects with Google Ads and Analytics to simplify campaign and listing management
