- Google is launching AI agents that can research, buy, and manage purchases for shoppers
- Universal Commerce Protocol connects AI systems with retailers and payment providers
- Businesses can deploy AI sales agents and target AI driven shoppers with new ad formats
- Competition from OpenAI and Microsoft is accelerating the shift toward agentic commerce
Google is making a decisive move to redefine how people shop online, unveiling a new suite of agentic ecommerce tools designed to handle everything from product discovery to checkout and post purchase support. The company is no longer content with helping users compare prices or read reviews. Instead, it wants its AI to act as an end to end shopping assistant that can think, decide, and transact on the user’s behalf.
At the center of this strategy is Google, which is positioning its AI ecosystem as the connective tissue between shoppers, retailers, and payment providers. The goal is clear. Reduce friction, speed up decisions, and make online shopping feel less like work and more like delegation.
According to Google, eligible shoppers in the United States will soon be able to browse and purchase products directly through AI powered experiences, without repeatedly entering personal details or navigating multiple checkout pages.
The Technology Powering Google’s Shopping Agents
The new shopping experience builds on earlier work around secure AI driven payments, particularly the Agent Payments Protocol introduced in 2025. This protocol allows AI agents to complete purchases safely while staying within defined permissions set by the user.
A major pillar of the system is the Universal Commerce Protocol, a shared framework that allows AI agents and retail platforms to communicate in a standardized way. By creating a common language for commerce, Google aims to remove the technical barriers that usually prevent seamless interactions between different shopping systems.
This protocol has been developed alongside major retail platforms such as Shopify, Etsy, and Wayfair, as well as payment giants including Visa, Mastercard, and Stripe. At launch, access will be limited to selected US retailers, with international expansion planned for later stages.
On the consumer side, the experience is centered on Google Gemini within the Gemini app and AI Mode in Google Search. Because the AI retains context and preferences, it can pre fill checkout information, confirm shipping details, and store relevant data securely in Google Wallet. Over time, Google plans to add features like loyalty rewards and richer post purchase support.
A New Role for Businesses and Advertisers
Google is not only targeting shoppers. It is also rolling out a Business Agent that allows merchants to deploy their own AI powered sales assistants. These agents can answer detailed product questions, guide customers toward relevant items, and offer personalized recommendations based on real time data.
Businesses manage these agents through Google Merchant Center, where they can train them on proprietary product information and customer insights. This marks a shift from static product listings toward more conversational, adaptive retail experiences.
Advertising is evolving alongside this change. Google has introduced a pilot program called Direct Offers, which allows brands to surface exclusive deals specifically for shoppers using AI Mode. In practice, this means AI agents may soon be evaluating promotions and discounts automatically, choosing the best option for the user without manual comparison.
Competition Is Heating Up Fast
Google is entering a space that is quickly becoming crowded. OpenAI has already begun experimenting with agentic shopping inside ChatGPT, enabling users to research products and, in some cases, complete purchases through conversational interfaces. Meanwhile, Microsoft recently introduced buying experiences within Copilot chats, partnering with select retailers.
What sets Google apart is scale. With Search, Ads, Wallet, and Android all under one roof, the company controls many of the touchpoints where shopping decisions begin and end. If widely adopted, its agentic commerce tools could reshape how consumers interact with brands and how brands compete for attention.
Still, questions remain. Users will need to trust AI agents with sensitive data and financial decisions. Retailers will have to balance automation with brand control. And regulators may take a closer look as AI becomes more deeply embedded in commerce.
What is clear is that agentic shopping is no longer theoretical. Google’s latest move signals that AI driven commerce is moving rapidly from experimentation to everyday reality.
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