Google Brings Agentic Shopping to AI Search, Transforming How Consumers Buy Online

Google has begun rolling out agentic shopping capabilities directly into its AI-powered Search experience, marking a significant evolution in how online shopping will function in 2026. With the launch of tools built around the Universal Commerce Protocol (UCP), U.S. users can now explore, compare and buy products within AI Mode in Google Search and the Gemini app — without navigating away to individual retailer sites. Early partners in the rollout include major marketplaces such as Etsy and Wayfair, with Shopify, Target and Walmart expected to follow suite soon.

Agentic commerce represents a shift from traditional online shopping — where discovery and purchase are separated — to a more proactive, AI-driven flow where the system itself can execute transactions on behalf of consumers based on intent and context. Powered by Google’s underlying AI stack and supported by a network of retail partners, the new features aim to make AI Search not just a finding tool but a frictionless buying experience. Google says the Universal Commerce Protocol could eventually underpin a broad range of commercial interactions, extending far beyond retail into services and other commercial domains.

Key Highlights

• Agentic shopping live: Google has launched agentic commerce functionality in AI Mode in Search and the Gemini app.
• Early retail partners: Etsy and Wayfair are among the first merchants supported; Shopify, Target and Walmart coming soon.
• Powered by UCP: The Universal Commerce Protocol standard connects AI agents with retailer systems across the entire shopping journey.
• AI-led checkout: Shoppers can now discover and buy items without leaving Search, turning queries directly into purchases.
• Future expansion: Google says UCP’s potential extends beyond retail into broader commercial experiences.

What “Agentic Shopping” Means

Agentic shopping refers to AI systems that don’t just recommend products, but also act on a user’s behalf — completing tasks such as checkout, applying discounts, saving payment and shipping information, and fulfilling purchases. This contrasts sharply with the historic model of search plus click-through to a merchant’s site.

The heart of this innovation is the Universal Commerce Protocol (UCP) — an open standard designed to let AI agents communicate with merchant systems, payment providers, and consumer tools in a unified way. Rather than require custom integrations for each AI feature and platform, UCP aims to make agentic shopping scalable and interoperable across brands and retail technology stacks.

For the shopper, this means:

• Product discovery and comparison inside AI Search
• Checkout without redirecting to retailer sites
• Personalised offers and contextual purchasing options
• Support across Search and the Gemini app experiences

Why This Matters

Shopping Meets AI Action

Google’s move reflects a broader shift in e-commerce — from passive browsing to AI-powered, intent-driven purchase flows. With AI systems able to act on user queries in real time and complete purchases with minimal friction, the traditional online shopping funnel could be fundamentally restructured.

Search engines have historically been discovery tools, directing users to merchant sites where products are purchased. But now, with agentic capabilities, Search becomes a commerce platform capable of handling the full buying journey — from product research to transaction completion — without leaving the AI interface.

Retailer and Merchant Opportunities

For retailers, agentic shopping opens up new avenues to engage consumers within the AI ecosystem itself, rather than relying solely on traditional e-commerce traffic channels. By adopting UCP and connecting inventory and offers into Google’s agentic shopping interface, merchants can capture purchases at the very moment of intent.

Shifts in Digital Advertising and Commerce

Google is also rethinking digital advertising to align with this agentic model. Instead of simple sponsored listings, merchant placements and offers could be surfaced directly within AI conversational interfaces, blending discovery with action. This evolving integration stands to redefine how retailers think about search, intent and conversion, turning ads into actionable commerce triggers rather than mere links.

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