Following the recent launch of agentic shopping tools, Google’s Business Agent is now appearing in Google Merchant Center for eligible U.S. retailers. This branded assistant lets merchants engage with shoppers directly in Search through real-time chat.
Select advertisers now have early access to a new setup panel under Marketing in GMC, where they can customize their agent’s welcome message, conversation starters, brand colors, and support options. A default Google-branded version will appear in Search until customization is complete.
Here’s the complete screenshot shared by Brodie Clark:
Google has also published an official help page, found by Hana Kobzová, with full setup instructions, covering eligibility, customization options, and how the assistant works using your Merchant Center and website data.
To qualify, businesses must have a verified U.S. Merchant Center account, at least 50 approved offers, and a claimed Brand Profile. Google says further capabilities like agentic checkout, performance insights, and deeper customization are coming soon.
The update was shared by Barry Schwartz.