Many ecommerce brands are seeing their traditional search traffic stall as shoppers move away from clicking links and toward asking AI for answers.
This shift is not just a trend; about 23% of Americans have already made a purchase using AI within the past month, signaling a massive change in consumer behavior.
If you fail to adapt, you risk losing your share of a market where agentic shoppers are projected to drive up to $385 billion in US spending by 2030, potentially capturing 20% of the total market.
This article breaks down the essential Google tools you need to stay visible and profitable in the agentic shopping era.
Scaling Growth with the Universal Commerce Protocol
Shopify and Google have introduced a new framework to redefine how brands interact with artificial intelligence. This infrastructure allows ecommerce businesses to transition into a model of full funnel growth marketing where AI agents handle the entire customer journey from discovery to checkout.
The Universal Commerce Protocol (UCP) serves as a shared language across the ecosystem for these digital agents to transact with any merchant. By adopting this standard, your business ensures it stays relevant and visible throughout the agentic shopping era.
A primary benefit of this update is the ability for Shopify merchants to sell directly within Google Search’s AI Mode and the Gemini app. These integrations allow for embedded checkouts that capture the customer the moment their intent peaks.
| Feature | Description |
|---|---|
|
Direct AI Sales |
Merchants process transactions natively within Google Search AI Mode and Gemini |
|
Universal Protocol |
An open standard co-developed with Google for fast, flexible AI backend connections |
|
Agentic Storefronts |
Unified control of ChatGPT, Copilot, and Google AI channels through Shopify Admin |
|
Agentic Plan |
Enables non-Shopify brands list products for AI discovery |
|
Embedded Checkout |
Supports discount codes, loyalty credentials, and subscription billing inside AI chats |
As detailed in a report on how the agentic commerce platform Shopify connects any merchant to every AI conversation, these tools ensure commerce happens wherever people spend their time. The protocol is built to work with any payment processor, including Shopify Payments, to keep transaction flows seamless.
- Broad Adoption – The protocol is already endorsed by over 20 major retailers and platforms like Target and Walmart.
- Flexible Architecture – Supports various technical standards including REST, MCP, and Agent2Agent protocols.
- Unified Inventory – Merchants set up their data once and it surfaces everywhere including Microsoft Copilot and ChatGPT.
- Enriched Discovery – Shopify Catalog uses LLMs to categorize and standardize data to help buyers find products in seconds.
This new architecture transforms simple search results into active sales channels through conversational interfaces. Brands can now manage their presence across multiple AI platforms from a single dashboard to maintain control over their fulfillment logic and pricing.
Tobi Lütke, Shopify CEO and founder"The true power of the agentic shopping era is its ability to create serendipity - matching a customer with the perfect product they didn't even know they were looking for."
Standardizing Security and Merchant Control with UCP
Google recently launched the Universal Commerce Protocol (UCP) to facilitate end-to-end tasks from initial product discovery to post-purchase management. As highlighted in Leela Kumili’s article on InfoQ regarding the launch of the Universal Commerce Protocol, this standard creates a secure method for AI agents to connect directly with business backends.
This framework is essential for businesses that want to participate in the agentic shopping era while maintaining absolute authority over their data. The protocol uses a specialized security architecture to tokenize payment and identity information, ensuring personal data is never exposed to the AI agent.
- Autonomy with Control – AI agents operate independently while the merchant retains full power over pricing and fulfillment logic.
- Post-Purchase Support – The standard extends beyond the sale to handle order tracking and customer service workflows natively.
- Global Scalability – The roadmap includes a global rollout with upcoming support for markets in India, Indonesia, and Latin America.
- Reduced Friction – By defining core capabilities like cart management, the protocol eliminates the need for fragmented, bespoke integrations.
- Verified Identity –Credential providers handle sensitive data, allowing for a trusted and seamless transaction environment for the consumer.
The UCP is designed to keep the relationship between the retailer and the customer at the forefront of the transaction. This ensures that even in an automated environment, your brand remains the primary touchpoint for the shopper.
Branded Agents and Strategic Incentives for the Agentic Shopping Era
Beyond the core protocol, Google has introduced several new features designed to help brands capture attention in the agentic shopping era. These tools empower retailers to engage with customers through automated, yet personalized, interactions that prioritize conversion.
Vidhya Srinivasan, Vice President/General Manager, Ads & Commerce at Google, highlighted that these innovations focus on assisting retailers in getting discovered during conversational commerce. This approach is a critical component of full funnel growth marketing, as it bridges the gap between initial product research and the final decision to buy.
| Tool | Core Function | Impact on Performance |
|---|---|---|
|
Business Agent |
Branded virtual sales associate for Search |
Boosts engagement by answering questions in your brand voice |
|
Direct Offers |
AI-triggered exclusive discounts and deals
|
Increases ROAS by presenting incentives at the moment of purchase intent |
|
New Data Attributes |
Product info optimized for conversational AI in Merchant Center |
Boosts exposure across AI Mode, Gemini, and Business Agent |
The Business Agent feature allows brands like Reebok and Poshmark to chat directly with shoppers on Google Search. These virtual associates use your specific data to provide helpful answers, helping to drive sales during critical shopping moments.
- Customized Identity – You can set welcome messages and brand colors within Merchant Center.
- Data-Driven Answers – Agents use your website content and product feeds to respond to complex queries.
- Direct Purchases – Future updates will enable shoppers to complete checkouts without leaving the chat experience.
- Contextual Discounts – Direct Offers allow you to feature 20% discounts or free shipping when intent is highest.
- Smart Discovery – New Merchant Center attributes now include accessories, substitutes, and answers to common FAQs.
Google is currently testing Direct Offers with a pilot group to determine the most effective ways to close sales. This tool uses AI to evaluate when a shopper needs an extra incentive, such as a bundle or a discount, to move from browsing to buying.
