Google expands its Universal Commerce Protocol to power AI-driven shopping searchengineland.com

Google’s UCP update shifts shopping to AI-agents, where product data — not just ads — will determine visibility and sales.

The latest updates focus on making shopping via AI agents more functional and flexible.

– A new cart capability allows agents to add or save multiple products from a single retailer in one go, mirroring how a typical shopper builds a basket.
– There’s also a catalog feature, giving agents access to real-time product data such as pricing, inventory and variants when needed. The goal is to make interactions more accurate and responsive.
– Another addition is identity linking. This lets shoppers carry over logged-in benefits — like member pricing or free shipping — when using platforms connected through UCP, rather than losing those perks outside a retailer’s own site.