The Protocol That Wants to Own Your Shopping Cart

Google unveiled the Universal Commerce Protocol at NRF, with Shopify, Walmart, and twenty other partners. The "open standard" routes AI shopping through Google's surfaces. Merchants trade customer relationships for visibility.

Google's Universal Commerce Protocol Turns Retailers Into Warehouses

Google calls it an "open standard." Twenty retail giants signed on. The checkout button is moving from your website to someone else's search bar.

At the National Retail Federation conference in New York this week, Google unveiled the Universal Commerce Protocol, a technical specification that sounds like plumbing but functions like a toll road. UCP establishes how AI agents talk to retail systems. Discovery, checkout, post-purchase support. The whole buying journey, routed through a standardized set of commands that any AI can speak.

Shopify helped write it. Etsy and Wayfair contributed. Target and Walmart signed on. The major card networks blessed the protocol within weeks. More than twenty companies across payments and retail have given their approval.

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