Google Boosts Retail Experience with UCP Upgrades and AI Solutions

Google has upgraded its Universal Commerce Protocol (UCP), an open-source agentic commerce standard, and introduced new retail AI tools. The updates aim to improve the shopping experience for retailers and consumers alike.

The UCP now enables direct checkout for brands and retailers using it, as well as capabilities like cart transfer to a retailer site and enhanced checkout flow testing with analytics. These features are rolling out in the US, followed by Australia and Canada in early 2027.

Tapestry Inc., parent company of fashion brands Coach and Kate Spade, has integrated UCP-based checkout on Google, allowing select products from these brands to be purchased directly from Google Search, including AI Mode and the Gemini agentic AI app. Other new retail AI solutions released by Google include AI performance insights, conversational shopping on YouTube, and connected loyalty data.