Reasons to Read

This report explores the game-changing impact of Google’s Universal Commerce Protocol (UCP), an open standard designed to transform the shopping journey by enabling multi-agent commerce. UCP unifies various shopping experiences across discovery, negotiation, purchase and post-purchase processes, empowering retailers to seamlessly integrate with AI agents across multiple platforms.

Read this report to discover answers to these and other questions:

• How does UCP compare to OpenAI’s Agentic Commerce Protocol (ACP) and what does it mean for the future of agentic commerce?
• What role will Google’s UCP play in reshaping the retail experience from product discovery to post-purchase support?
• How can retailers integrate with UCP and gain visibility within Google Search and the Gemini app?
• What are the key benefits of UCP for retailers, including better consumer engagement, reduced cart abandonment and smoother transactions?
• How are major retailers like Walmart preparing for the multi-agent commerce revolution and what steps are they taking to stay competitive?

Data in this research report include/are: UCP integration steps, retailer participation details, market growth projections for agentic commerce and the future role of AI in retail transactions.

Companies mentioned in this report include/are: Google, Walmart, Best Buy, Target, PayPal, Shopify, Adyen and others.

Other relevant research:

• Bullet point list of linked reports, databanks, landing pages (see below)
• More reports in our Agentic Commerce series