"From Searching to Buying in Conversation"—Will Google's UCP Become the "HTTP of Commerce"?

On January 11, 2026 (U.S. time), Google announced a new common language aimed at a world where "AI agents complete shopping." The name is Universal Commerce Protocol (UCP). It is an "open standard" that allows AI agents to seamlessly navigate from product discovery to comparison, purchase, and after-sales support within the flow of search and chat conversations. The announcement was made at the National Retail Federation (NRF) Big Show. Co-development partners include Shopify, Etsy, Wayfair, Target, Walmart, and others.

What does this change? The most straightforward change is that the distance between "searching" and "buying" becomes extremely short. Google is set to soon offer an experience where users can check out with U.S. retailers without "leaving the conversation" on Search's AI Mode or the Gemini app. Payments will use Google Pay, delivery information will utilize saved data from Google Wallet, and PayPal is also expected to be added.

What is UCP: Connecting the "sequence of commerce" beyond just payments

Until now, online purchasing generally followed this flow.

• Search (comparison and consideration)

• Transition to ads or product pages

• Add to cart

• Enter payment and delivery information

• Post-purchase inquiries or returns

At each stage of this flow, different carts, inventories, member IDs, payments, delivery, and return policies exist for each business. Even if AI is said to "act as a shopping agent," in reality, the connections are fragmented, making it difficult for the agent to complete the process.

UCP introduces a common agreement to connect "agent ⇄ business systems". According to TechCrunch, UCP is designed to allow agents to operate at "each stage of shopping," including discovery and post-purchase support, aiming to eliminate the need to connect with separate agents or systems individually.

In Google's developer explanation, UCP is open-source and aims to standardize the connection between "consumer-facing aspects" like AI Mode (Search) and Gemini, and the business backend. Importantly, it emphasizes that businesses retain their business logic and custom checkouts, and the Merchant of Record remains the business.

Relation with existing protocols: UCP aims to become a "hub"

The "protocol war" appears complex. There are already multiple initiatives around payments and agent integration.

TechCrunch reports that Google stated UCP will "interoperate with other agent-related protocols" such as Agent Payments Protocol (AP2), Agent2Agent (A2A), and Model Context Protocol (MCP). Additionally, both agent and business sides can choose necessary extensions.

This stance of highlighting "compatibility and coexistence" is a realistic landing point for the industry. Retail involves the "gritty reality" of inventory, pricing, delivery, membership, payments, and returns, making it difficult to unify under a single standard. Therefore, UCP seems to aim to cover a wide range of commerce while incorporating existing frameworks as a "hub."

Changes for consumers: "Buy on the spot" with AI Mode / Gemini

UCP will first appear as an experience for general users in Search's AI Mode and Gemini.

• Check out directly while researching (from eligible U.S. retailers)

• Purchases are expedited with Google Pay + Google Wallet saved information, PayPal support is also planned

Furthermore, Google explains that brands will be able to offer **"instant discounts (offers) at the moment"** in line with the context of product recommendations in AI Mode. An example image was shown where a discount is inserted in the middle of a long query like a detailed "rug search."

In other words, AI will take a step beyond being a "concierge" to become a sales channel that encourages purchases.

The Financial Times also positions UCP within Google's flow of incorporating personalized ads and offers into the AI shopping experience to enhance monetization.

Changes for businesses: Merchant Center expansion and "Business Agent"

UCP is not the only announcement. TechCrunch reports that Google is preparing new data attributes in Merchant Center to better showcase products in AI search, and that brands can integrate their own "Business Agent" within search to answer customer questions. Lowe's, Michael's, Poshmark, and Reebok are already using it.

Additionally, Google has mentioned Gemini Enterprise for Customer Experience (CX) for retail and dining, pushing forward "agentization" in both shopping and customer service.

Reactions on social media: Enthusiasm and caution simultaneously

Immediately after the announcement, posts likening UCP to the "HTTP of commerce" stood out on X (formerly Twitter) and LinkedIn. Coupled with official statements from Google, it is trending.

1) Positive: This could become the "OS of shopping"

• "HTTP moment": On LinkedIn, multiple posts perceive UCP as a "turning point akin to HTTP for commerce." The flow based on clicks and funnels is seen as changing to intention→inference→purchase.

• Expectation for "zero integration": Particularly around Shopify, there is a strong narrative emphasizing the ability to expose to AI channels without additional apps or individual integrations.

• Reassurance from participation of major retail partners: Reports about Walmart advancing shopping within Gemini contribute to the perception that it has entered the "implementation phase."

In the Japanese-speaking community as well, summaries and explanatory posts such as "The era where AI 'controls the buying process'" and "UCP as the core connecting the fragmentation of inventory, pricing, delivery, and payments" are emerging, indicating strong interest.

2) Concerns: Will convenience lead to stronger platform dominance?

On the other hand, there is reflexive skepticism about whether dependency will increase to the extent that everything concludes within Google.

• The fear of merging ads and purchases: While inserting discounts and offers in line with AI Mode's conversation context benefits consumers, excessive optimization could lead to "manipulation." As reported by FT, Google is intensifying monetization of the AI experience, which could become a strong business driver.

• Privacy and tracking concerns: In the context of X trends, concerns about privacy are mentioned alongside convenience.

• Competition policy (antitrust) perspective: Some commentators suggest an antitrust perspective on controlling the flow from search to purchase.

3) On-the-ground perspective: Returns, customer service, fraud, and responsibility boundaries are the "final hurdles"

Rather than just reaching the point of "being able to buy," these issues will be more impactful in operation.

• Who handles return or delivery issues and how

• Accountability when an agent buys the wrong product

• While stating "Merchant of Record is the business," where does the control of the flow lie?

Google explains that "the business remains the seller" and "custom checkouts are retained," but it will take time for the on-the-ground "responsibility practices" to be accepted.

Future focus: The winner will capture "trust" rather than "flow"

UCP aims to be the "standard rail" for AI agents to handle commerce. If the standard spreads, users will find it easier, and businesses will reduce integration costs. However, at the same time, by integrating search, conversation, advertising, and payments, the influence of platforms will further strengthen.

Axios organizes that in the flow of "agentic commerce," where AI steps from "recommendation" to "purchase completion," trust building is necessary for widespread adoption.

Ultimately, the success of UCP will not be determined by technical specifications alone. The assurance of "not buying without consent", the transparency to explain "why this product", and the relief pathways in case of trouble. How these three points can be made into a "standard experience" will likely be the main focus in 2026.