Quick Brief
- The Protocol: Google launched Universal Commerce Protocol (UCP), an open standard for AI-powered shopping built with Shopify, Etsy, Wayfair, Target, and Walmart. Native checkout arrives on AI Mode and Gemini.
- The Scale: Google processed 90 trillion tokens in December 2025 an 11X increase year-over-year across retail API calls alone.
- The Platform: Gemini Enterprise for Customer Experience enables multimodal shopping agents for Home Depot, McDonald’s, Kroger, and Woolworths.
- The Delivery: Wing expands drone delivery to 150 additional Walmart stores across Houston, Orlando, Tampa, and Charlotte, targeting 270 locations by 2027.
Google CEO Sundar Pichai unveiled the Universal Commerce Protocol (UCP) at the National Retail Federation conference in New York on January 11, 2026, establishing the first open standard designed specifically for agentic commerce. The protocol, co-developed with Shopify, Etsy, Wayfair, Target, and Walmart, enables AI agents to execute end-to-end shopping transactions while retailers maintain merchant-of-record status and full customer relationships.
What’s New
UCP creates a shared language for AI agents and commerce systems to collaborate across discovery, purchase, and post-purchase support without requiring unique integrations for each platform. Google confirmed the protocol is compatible with existing standards including Agent2Agent, the Agentic Payments Protocol (AP2), and Model Context Protocol. The standard has secured endorsements from 20+ companies including Home Depot, Best Buy, Macy’s, Mastercard, Visa, American Express, Stripe, Adyen, and PayPal.
Google will deploy native checkout buttons directly within AI Mode search results and the Gemini app as the first UCP implementation. When users search for products such as a Monos suitcase, retailers can instantly personalize new member pricing, offer loyalty enrollment, or recommend complementary items like packing cubes at checkout. Transactions complete via Google Pay without leaving the conversational interface, though PayPal support is planned for future releases.
The company’s retail API infrastructure processed 8.3 trillion tokens in December 2024 before scaling to 90 trillion tokens by December 2025, demonstrating 11X growth in enterprise AI adoption.
Why It Matters
UCP addresses a critical infrastructure gap as enterprises deploy autonomous agents across commerce workflows. “Instead of requiring unique connections for every individual agent, UCP enables all agents to interact easily,” said Vidhya Srinivasan, vice president and general manager of Google Ads & Commerce. Richard Crone, CEO of Crone Consulting, noted that Google and Shopify are “trying to provide a degree of comfort to the merchant that they’re going to increase sales and discoverability and conversions by supplying their product data to Gemini and Shopify for an off-site sale“.
The protocol positions Google to compete directly with Amazon’s commerce infrastructure by enabling purchases within search and conversational AI surfaces while preserving retailer control. Google’s Shopping Graph contains 50 billion product listings with 2 billion refreshed hourly powers product discovery across UCP-enabled experiences.
Gemini Enterprise for Customer Experience
Google Cloud launched Gemini Enterprise for CX, a retail-specific agentic platform that unifies shopping and customer service operations. The platform deploys prebuilt, configurable agents using Gemini models that businesses can implement within days. Home Depot and McDonald’s currently use these agents to transform customer service operations.
Kroger deployed a new shopping agent powered by Gemini Enterprise for CX that functions as an “AI Mode directly in a retailer’s own app,” providing detailed product recommendations and proactive assistance. The platform supports multimodal interactions, enabling customers to upload images or voice queries instead of text searches. Amanda Bardwell, CEO of Woolworths Group, stated the platform “is a global game changer for retail,” allowing their assistant Olive to “anticipate your needs, planning meals based on what you love and spotting the specials that matter to your budget”.
Customer Experience Agent Studio, integrated within Gemini Enterprise for CX, enables businesses to build, test, and deploy personalized support agents at scale across 40+ languages. Kroger uses the studio to analyze customer call interactions, identify issues proactively, and enhance associate productivity across stores.
Wing Delivery Expansion
Wing announced deployment to 150 additional Walmart stores throughout 2026 and 2027, bringing its total footprint to 270 locations serving approximately 10% of the U.S. population. The drone delivery service launches in Houston on January 15, 2026, with Orlando, Tampa, Charlotte, Los Angeles, St. Louis, Cincinnati, and Miami followed.
Wing currently operates at approximately 27 Walmart stores in Dallas-Fort Worth, Atlanta, and Arkansas after doubling deliveries in existing markets during 2025. Wing Chief Business Officer Heather Rivera confirmed the expansion solidifies the Alphabet subsidiary as a commercial enterprise operation, with Walmart serving as its primary path to scale beyond its DoorDash partnership.
UCP vs. Existing Commerce Protocols
| Feature | Universal Commerce Protocol | Traditional APIs |
|---|---|---|
| Agent Compatibility | Works across all AI agents without unique integrations | Requires custom connections per platform |
| Merchant Control | Retailer remains merchant of record | Varies by platform |
| Protocol Compatibility | Agent2Agent, AP2, Model Context Protocol | Limited cross-protocol support |
| Checkout Location | Native within Google AI surfaces | Typically off-platform redirect |
| Payment Support | Google Pay (PayPal planned) | Platform-dependent |
What’s Next
Google plans to expand UCP capabilities with related product recommendations, loyalty and rewards integration, and custom shopping experiences in the coming months. The company will gradually roll out native checkout functionality across AI Mode and Gemini as retailers complete UCP integration.
Gemini Enterprise for Customer Experience remains in preview with additional enterprise deployments expected throughout Q1 2026. Wing’s Houston launch on January 15 marks the beginning of its multi-city expansion phase, with 150 stores onboarding progressively through 2027 to reach the 270-store target.
Google’s second open commerce protocol in two years following 2024’s Agentic Payments Protocol signals accelerated investment in commerce infrastructure as the company positions to capture transaction volume currently dominated by Amazon and Shopify’s native checkout systems.
Frequently Asked Questions (FAQs)
What is Google’s Universal Commerce Protocol?
UCP is an open standard enabling AI agents to execute shopping transactions across platforms without unique integrations. Google built it with Shopify, Etsy, Wayfair, Target, and Walmart.
How does agentic commerce work with UCP?
Customers shop via conversational AI in Google Search or Gemini. AI agents access retailer inventory, apply personalized pricing, and complete checkout via Google Pay without leaving the interface.
Which retailers support Universal Commerce Protocol?
Launch partners include Shopify, Etsy, Wayfair, Target, Walmart, Home Depot, Best Buy, and Macy’s. Over 20 companies endorsed UCP including Mastercard, Visa, and PayPal.
When does Wing drone delivery expand to Houston?
Wing launches Walmart drone delivery in Houston on January 15, 2026. Orlando, Tampa, and Charlotte deployments follow throughout 2026.
What is Gemini Enterprise for Customer Experience?
A retail AI platform deploying shopping and customer service agents within days. Home Depot, McDonald’s, Kroger, and Woolworths use it to unify commerce and support operations.
