Google is quietly changing the way we shop online. Instead of clicking through multiple websites, filling out forms again and again, and jumping between apps, Google now wants you to buy products directly from Search itself.
To make this happen, the company has introduced something called the Universal Commerce Protocol (UCP) — a new system designed to simplify the entire shopping process.
So, What Exactly Is UCP?
Think of UCP as a bridge between Google, online stores, and payment services.
When you search for a product, UCP helps Google handle everything — from showing the product, letting you pay, and even helping after the purchase. You don’t need to open another website or app. Everything happens right there, inside Google Search or the Gemini app.
It’s Google’s way of saying: “Why make shopping complicated?”
Big Brands Are Already On Board
This isn’t just an experiment. Google has built UCP along with some of the biggest names in online retail, including:
- Shopify
- Etsy
- Wayfair
- Target
- Walmart
On top of that, payment giants like Visa and Mastercard, along with platforms such as Flipkart and Best Buy, are supporting it. That tells us Google is serious about making this work at scale.
Buying Directly From Google Search Is Coming Soon
With UCP in place, Google is rolling out a direct checkout option inside:
- AI Mode in Google Search
- The Gemini app
At first, this will be available in the US. Users will be able to pay using Google Pay, with saved payment and delivery details pulled straight from Google Wallet. No repeated logins. No extra steps.
Google has also confirmed that PayPal support will be added soon.
More Features Are Planned Down the Line
This is just the beginning. Google plans to take UCP global and add more features over time, such as:
- Loyalty points and rewards
- Smarter product suggestions
- Personalized shopping experiences
Basically, Google wants shopping to feel more like a helpful assistant and less like a task.
Meet Google’s New Virtual Sales Assistant
Google is also introducing Business Agent, a virtual helper that works like a store assistant. It can answer questions, suggest products, and guide users through purchases.
This feature will first appear with brands like Lowe’s, Michaels, Poshmark, and Reebok, before expanding further.
Ads Are Changing Too
Shopping ads are getting an upgrade as well. Google is testing Direct Offers — special deals shown inside AI Mode to users who are already close to making a purchase.
Brands like Petco, e.l.f. Cosmetics, Samsonite, and Rugs USA are part of this early test.
Why This Matters
Google isn’t just improving Search — it’s slowly turning it into a full shopping platform. If UCP works as planned, buying something online could become faster, smoother, and far less annoying.
In short, Google wants you to search it, like it, and buy it — all in one place.