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New UCP-powered features and AI tools will create a more intuitive, agentic shopping experience for consumers and retailers.
Google's new Universal Cart provides an intelligent shopping experience across various services like Search and Gemini. Shoppers can use UCP for smooth checkouts with Google Pay at major retailers such as Nike, Sephora, Target, Ulta Beauty, Walmart, Wayfair, and Shopify merchants like Fenty and Steve Madden. Alternatively, items can be transferred to the merchant's site. Regardless of the checkout method, the retailer always remains the merchant of record.
Google is expanding agentic commerce by integrating UCP into ad campaigns, allowing easier on-the-spot purchases for brands using Direct Offers or Shopping ads on YouTube. New Affirm and Klarna buy now, pay later options will be embedded into Google Pay. UCP-powered checkout is also rolling out globally, including Canada, Australia, and later the U.K., and is expanding to new industries like hotel booking and local food delivery, enabling bookings and food orders directly from AI Mode in Search and Google Maps conversations.
To help brands connect with shoppers using AI Mode and Gemini, Google is introducing new insights and tools. The AI performance insights tool in Merchant Center will show brands how they are performing on AI surfaces compared to similar brands, rolling out in Australia, Canada, India, New Zealand, and the U.S. Retailers globally can use conversational attributes to optimize product descriptions for conversational search. Additionally, 'Ask Advisor,' a new AI-powered collaborator in Merchant Center, will soon provide tailored insights, complete tasks, and connect across Google Ads and Analytics to simplify listing and campaign management, fostering a thriving agentic commerce future for both shoppers and businesses.