Google has announced new capabilities for the Universal Commerce Protocol, an open standard designed to simplify AI-driven shopping experiences across platforms. Updates include a Cart feature for adding multiple items, a Catalog capability for real time product data like pricing and inventory, and Identity Linking to unlock loyalty benefits across surfaces.
From a Google Merchant Center perspective, Google is also simplifying onboarding to UCP directly within Merchant Center, with rollout expected in the coming months. This aims to make it easier for retailers of all sizes to participate in agentic commerce experiences across Search and Gemini, reducing integration friction and accelerating adoption.
Read the official announcement here: AI shopping gets simpler with Universal Commerce Protocol updates.
