Google & Shopify Launch AI Shopping Standard to Power the Future of Online Commerce

Google and Shopify Announce Universal AI Shopping Standard at NRF 2026

At the National Retail Federation (NRF) 2026 conference, Google and Shopify, alongside a coalition of major retailers and payment networks, announced a new open framework for AI-powered shopping and checkout.

The initiative, known as the Universal Commerce Protocol (UCP), is designed to allow AI agents to handle the full e-commerce workflow, from product discovery and comparison to checkout and payment, without requiring users to navigate traditional websites or apps.

Backers of the protocol include leading retailers such as Walmart, Target, Home Depot, Best Buy, Macy’s, Wayfair, and Etsy, as well as payment networks Visa and Mastercard.

What Is the Universal Commerce Protocol (UCP)?

The Universal Commerce Protocol is an open standard created to support AI-driven commerce across platforms. It provides a shared technical framework that allows retailers, payment providers, and AI systems to communicate securely and consistently.

With UCP, AI systems can:

• Access real-time product data and availability
• Answer shopping and product questions conversationally
• Compare prices and options across merchants
• Initiate and complete purchases on behalf of users

The protocol is designed to work across AI search tools, chat interfaces, and digital assistants, enabling shopping to happen wherever consumers already interact with AI.

Why AI-Driven Shopping Is a Priority for Retailers

As consumer behavior shifts toward conversational AI and assistant-based discovery, retailers are racing to adapt. Traditional e-commerce funnels; search results, product pages, carts, and checkout forms create friction in an AI-first environment.

Retailers supporting UCP aim to:

• Reduce cart abandonment caused by complex checkout flows
• Stay competitive as shopping moves into AI platforms
• Avoid fragmented, proprietary integrations with each AI provider
• Maintain control over brand, pricing, and fulfillment

This shift toward standardized AI commerce infrastructure is widely referred to as agentic commerce, where AI agents do more than recommend—they act.

What This Means for Online Shoppers

For consumers, the rise of AI shopping standards could significantly change the online buying experience.

Potential benefits include:

• Purchasing products directly within AI chats or search results
• Faster, fewer-step checkout experiences
• More personalized shopping interactions based on context and intent

However, consumer trust remains a critical factor. While interest in AI-assisted shopping is growing, many shoppers still want visibility and confirmation before AI completes a transaction on their behalf.

Part of a Broader Shift in E-Commerce and Payments

The launch of the Universal Commerce Protocol aligns with broader industry trends:

• Google is expanding AI-powered shopping and checkout within Search and Gemini
• Large retailers are testing AI-based discovery and in-chat purchasing
• Payment networks are modernizing infrastructure to support automated, AI-initiated transactions

Together, these efforts signal a transition from traditional e-commerce toward AI-native, conversation-first commerce experiences.

What Comes Next for AI Shopping Standards

The Universal Commerce Protocol is still in its early stages, but strong backing from major retailers and payment providers suggests long-term momentum.

If widely adopted, UCP could become foundational infrastructure for AI-driven online shopping, allowing commerce to move seamlessly across platforms, assistants, and devices.

As AI continues to reshape how people interact with the internet, standards like UCP may determine who controls the future of digital commerce and how transactions happen at scale.