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Google launches Universal Commerce Protocol for AI-driven purchases
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Google announced at the National Retail Federation’s annual conference in New York a new open standard called the Universal Commerce Protocol (UCP), designed to enable artificial intelligence agents to facilitate the entire purchasing journey, from product discovery to payment, without requiring users to switch between platforms.
The Universal Commerce Protocol is developed as a common framework that allows different AI agents and commerce platforms to “speak the same language” throughout the customer journey. UCP establishes standards for how AI assistants can interact with product search, pricing information, payments, and order tracking, regardless of the underlying technology provider.
The protocol has been developed in collaboration with a number of major retail and technology partners, including Shopify, Walmart, Target, Wayfair, and Etsy, all of whom have joined the initiative to strengthen interoperability between AI tools and their own systems.
With UCP, users may soon experience AI assistants, for example in Google AI Mode or Gemini, that not only recommend products, but also guide users through the purchasing process and complete payments “within” the same AI experience. This may include native checkout functionality integrated with payment solutions such as Google Pay and other services.
This represents a clear shift away from traditional “conversational commerce,” where AI support has primarily focused on product information and recommendations, toward a new phase in which agents can act more autonomously on behalf of users, a development often referred to as agentic commerce.
On the surface, Google’s new protocol is about e-commerce, but it also reflects a broader trend: AI is evolving from a tool that answers questions into a framework that actively executes tasks. For business and IT leaders, this means that:
Data integration becomes critical: For AI agents to effectively find and purchase products, data on products, pricing, and inventory must be structured and available in machine-readable formats.
Systems and payment integrations must be modernized: AI-driven purchasing flows depend on backend systems that can process transactions without losing traceability or compliance.
Interoperability is strengthened: UCP represents a step toward more standardized ways for different AI solutions to interact with commerce and payment infrastructure, potentially increasing choice for both businesses and end users.
At ZRM, we view Google’s launch of the Universal Commerce Protocol as a clear signal that AI integration into core systems, including e-commerce, customer data, and payment processes, is moving from concept to reality. The technical standardization of AI agents’ access to commerce functionality enables companies to view AI as a value-chain asset, rather than merely a supplement to marketing or customer service.
Our experience shows that many organizations underestimate the complexity involved in making data and systems “AI-ready.” Supporting autonomous agents requires not only access to data, but also robust governance, data security, and transparency in processes where AI assistants take action on behalf of users or customers.
Protocols like UCP do not merely change technology; they reshape expectations of how digital systems collaborate and deliver value. As a result, many companies will need to act now to:
The new era of agent-driven commerce is not only a matter of technical standards, it is a strategic imperative for organizations that want to remain competitive in an increasingly AI-integrated economy.
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Here, Magnus – one of our leading specialists in CRM systems and digital strategy – shares expert knowledge through news updates, newsletters, industry insights, and practical guides on how businesses can optimize workflows and drive growth with innovative software solutions.
Et CRM-system (Customer Relationship Management) er en softwareløsning, der hjælper virksomheder med at organisere, spore og optimere deres interaktioner med kunder og leads. Det centraliserer kundedata og muliggør en mere personlig og struktureret tilgang til kundehåndtering, hvilket kan forbedre både salgsresultater og kundetilfredshed.
CRM-systemer reducerer behovet for manuelle opgaver ved at automatisere processer som opfølgninger, datarapportering og kundekommunikation. Det giver alle afdelinger adgang til opdaterede data, så de arbejder ud fra samme grundlag, hvilket forbedrer intern kommunikation og beslutningsdygtighed.
CRM-data giver indsigt i kundeadfærd, salgsmønstre og markedsudvikling. Ved at analysere disse data kan du:
• Forudsige salgstendenser
• Tilpasse din salgsstrategi
• Forbedre kundeoplevelsen
ZRM’s CRM-platform hjælper dig med at udnytte CRM-data optimalt, så du kan træffe bedre forretningsbeslutninger.
En CRM-specialist kan:
• Vejlede dig i valg og opsætning af din CRM-løsning
• Optimere dine CRM-tools for maksimal effektivitet
• Udvikle en skræddersyet CRM-strategi til din virksomhed
ZRM’s CRM-specialister hjælper dig med at sikre, at dit CRM-system arbejder optimalt fra dag ét.
Ja, CRM-systemer som Zoho CRM er ideelle til både små og store virksomheder. De tilbyder fleksible løsninger, så mindre virksomheder kan starte med et grundlæggende setup og udvide funktionaliteten, i takt med at behovene vokser.
De vigtigste funktioner afhænger af din virksomheds behov, men typiske CRM-funktioner inkluderer kontaktstyring, automatisering af arbejdsopgaver, pipeline-administration, datavisualiseringer, realtidsrapportering og integrationer med andre systemer.
Med et CRM kan kundeserviceteamet tilgå komplet kundehistorik, hvilket muliggør en hurtig og personlig håndtering af forespørgsler. Det kan også automatisere opfølgning og sende påmindelser, hvilket forbedrer responsen og styrker kundetilfredsheden.
Ja, de fleste moderne CRM-systemer, inklusiv Zoho CRM, har åbne API’er og integrationsevner, der gør det muligt at forbinde dem med økonomisystemer, e-mail-marketingværktøjer, kalendere og mange andre platforme. Dette skaber en mere effektiv informationsstrøm og fjerner siloer mellem afdelinger.
CRM-systemer kan analysere historiske data og identificere tendenser, som hjælper med at forudsige fremtidig efterspørgsel og salgsudvikling. Med denne indsigt kan virksomheder planlægge deres ressourcer og tilpasse marketingindsatserne proaktivt.
Prisen på et CRM-system kan variere afhængigt af kompleksitet, antal brugere og tilvalgte funktioner. Nogle CRM-systemer tilbyder gratis versioner med basale funktioner, mens andre har abonnementsplaner med priser baseret på funktionalitet og antal brugere. Det er værd at overveje både omkostninger til licenser og potentielle integrations- og supportomkostninger.
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