The future of shopping is here: ‘agentic commerce’ begins – Google warms its feet
Google has moved beyond the search bar and positioned itself as the primary architect of "agentic commerce."
Key Points:
- Google is announcing that the traditional “search, click, buy” online shopping model that has existed for decades is coming to an end, ushering in a new era of “agentic commerce,” in which artificial intelligence (AI) assistants will autonomously complete the entire purchasing process for the consumer.
- The company introduced the Universal Commerce Protocol (UCP), a new standard for AI-driven commerce that will allow autonomous AI agents to manage the entire shopping journey, including discounting and payments, directly within Google services, to maintain customer relationships within its ecosystem.
- Despite growing competition from OpenAI and Amazon, Google stands out with its vast amount of user data, broad ecosystem coverage (including Search, YouTube, Gmail), and advanced Gemini AI model, which gives it a unique advantage.
- Investors see UCP as a fundamental market shift, predicting a shift to a “chat and buy” model, in which Google aims to become the main commerce infrastructure, not just another store, and set the rules for future shopping.
For decades, online shopping has followed the same established model: search, click, compare products, and finally pay on the store’s website. But according to tech giant Google, that era is officially coming to an end. Now, the battle for the future of e-commerce is gaining unprecedented momentum, and Google is aiming to be at the epicenter of this transformation.
It all starts with a simple question and ends with a purchase, but the process between those two points is changing dramatically. The company is moving into so-called agentic commerce, a new concept where artificial intelligence (AI) assistants not only recommend products but also independently complete the entire purchase process for the consumer.
Behind this ambitious initiative are Alphabet and its subsidiary Google, which recently introduced a new commerce standard: the Universal Commerce Protocol (UCP).
A new standard in AI-driven trading
The UCP protocol was unveiled by Google CEO Sundar Pichai at the major retail conference NRF. The main idea is that this protocol will allow autonomous AI agents to manage the entire shopping process. This includes everything from discount application and payments to the final checkout directly on Google services.
In his LinkedIn post, Pichai noted that UCP “provides a framework for AI agents and systems to communicate with each other at every stage of the buying journey.” At the same time, the company emphasizes that this solution is designed with both parties in mind – both merchants and customers. The goal is to keep the entire customer relationship at the center: from the first discovery of a product to the final decision and further service.
Trading moves to live chat
As CNBC notes, with the implementation of the UCP protocol, e-commerce companies will be able to offer highly personalized offers and seamlessly process payments directly in Google search and the artificial intelligence assistant Gemini. This means great convenience for the user – they will no longer have to “jump” between different websites, as the purchase will be made in the same dialogue where the recommendation was received.
Several major retail players are already participating in this collaboration, including giants like Wayfair, Shopify, Walmart, Etsy, and Target. Google’s strategy here is clear: it aims to position itself not as a regular store, but as critical infrastructure, a hub where all purchasing decisions are made.
Fierce competition: OpenAI and Amazon are not left behind
But Google is not the only dominant force in this market. OpenAI has already taken a bold step into agentic commerce, allowing purchases to be made directly on the ChatGPT platform, without leaving the chat window. OpenAI has also unveiled its own agentic commerce protocol and plans to test ads in the ChatGPT environment.
Amazon is also heavily investing in artificial intelligence through its shopping assistant “Rufus.” While Rufus is great at comparing products and writing detailed recommendations, it doesn’t yet automatically make purchases on its own, but that’s only a matter of time.
Google’s advantage: massive amounts of data and reach
What sets Google apart in this battle? It’s the incredible amount of user data and the breadth of its ecosystem. The services that millions use every day – Search, YouTube, Maps, Gmail, and Ads – give the company a unique advantage in training and improving AI models.
Usage statistics are growing rapidly: more than 200 million people use AI-powered search every month, and the number of Gemini app users has already exceeded 650 million per month. These investments are technically supported by Google’s latest AI model, Gemini 3, which analysts believe puts the company at the forefront of AI development.
Close relationships with traders and investors
Investors see UCP as more than just a technical update. Investment bank Roth MKM says Google has managed to avoid the “innovator’s dilemma” (where past successes hinder innovation). The bank describes the move as the company’s willingness to go further, one that will “shake up retail search from the inside out.”
Analysts predict a fundamental shift from the “search, click, buy” model to the “talk and buy” model. In this new reality, Google is becoming the infrastructure for commerce itself. KeyBanc also emphasizes that Google’s historical and close relationships with merchants are a huge strength in this transition period.
A new chapter in trading history
Alphabet’s initiative is not only aimed at making shopping more convenient, but also at cementing its role as a leading artificial intelligence platform. With the UCP protocol, Google is taking a clear step from defense to offense in the AI race, aiming to set the rules for how humanity will shop in the future.
Another major announcement is expected in early February, when Alphabet reports its fourth-quarter financial results. This will give the market an even clearer idea of how far Google is willing to go to control the entire acquisition process from start to finish.
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