Google’s new Universal Commerce Protocol (UCP) is now live, enabling AI agents to complete transactions directly on behalf of users.
Despite being announced in January 2026, UCP setup instructions are not included in official Merchant Center documentation. Instead, the activation flow is buried in the Content API developer logs, making it easy to miss.
To enable UCP, you’ll need to use supplemental feeds or custom attributes, as feed rules currently aren’t supported. Once enabled, merchants retain control of customer data and don’t need to build store-specific integrations.
This news was shared by Emmanuel Flossie, who also published a video walkthrough of the setup.
