Google says it is rolling out new AI-powered shopping tools designed to make it easier for people to buy things directly from Search and for retailers to close sales faster.
In a blog post published today, January 11, Google announced a new open system called the Universal Commerce Protocol, or UCP, along with a set of AI tools aimed at what it calls “agentic commerce,” where AI can help complete shopping tasks on a user’s behalf.
The announcements were made at NRF (National Retail Federation) 2026: Retail’s Big Show, which kicked off today at the Jacob K. Javits Convention Center in New York City.
The company says AI-powered shopping is moving from an idea to something people are actually using. “Agentic commerce — where AI completes tasks on people’s behalf — is evolving from a concept to reality,” Google wrote.
One of the biggest changes is that Google plans to let users check out directly from eligible product listings inside AI Mode in Search and in the Gemini app. Instead of clicking through to multiple websites, shoppers will be able to buy from participating U.S. retailers while they are still researching products.
Google says buyers will be able to use Google Pay with payment and shipping details already saved in Google Wallet, with PayPal support coming later. Retailers remain responsible for fulfilling the orders. The new checkout experience will be powered by UCP, which Google says is meant to act as a shared system so AI tools, retailers, and payment providers can work together without custom integrations for each platform.
One example shown is a search for luggage, and Toronto’s Monos is featured by Google. You can easily buy from results and have an item shipped right to you thanks to Google Pay.
Google says the system was built alongside major retailers and payment companies, including Shopify, Walmart, Target, Amazon rivals like Etsy and Wayfair, and financial firms such as Visa, Mastercard, and American Express.
Google is also launching something called Business Agent, which lets shoppers chat directly with retailers inside Search. Google describes it as a virtual sales associate that can answer questions in a brand’s voice. Business Agent is launching first with U.S. retailers including Lowe’s, Michael’s, Poshmark, and Reebok.
Over time, retailers will be able to train the AI using their own data, offer discounts, and even allow direct purchases inside the chat.
On the advertising side, Google says it is testing a new format called Direct Offers in AI Mode. This allows retailers to show exclusive discounts directly in AI-powered search results when Google thinks a shopper is close to buying. So that should lure in people that are on the fence or have been searching often.
For example, if someone searches for a specific product and appears ready to purchase, Google may surface a discount alongside the results. Google says this could include things like percentage discounts, bundles, or free shipping.
The company says it is also adding new data fields for merchants so products are easier to surface in AI-powered search results. These go beyond keywords and include things like common product questions, accessories, or substitutes.
Google says these tools will roll out gradually, starting in the U.S., with plans to expand to more countries later. “This new era of shopping will be powered by AI,” Google said.
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