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Google, Shopify and retailers push AI shopping standard

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Illustration: Gabriella Turrisi/Axios

Google and Shopify, along with retailers, unveiled a new standard to help AI autonomously complete purchases across different shopping platforms.

Why it matters: AI is getting better at helping people shop — and it's already influencing buying decisions.

Driving the news: The initiative, announced at the National Retail Federation's annual conference in New York on Sunday, centers on the Universal Commerce Protocol (UCP), co-developed by Google with industry leaders including Shopify, Etsy, Wayfair, Walmart and Target.

Zoom in: Google says UCP will soon power shopping inside AI Mode in Search and the Gemini app, letting people buy without leaving the conversation.

State of play: This is part of a broader push toward what companies call agentic commerce — where AI doesn't just suggest products, but actually helps complete the task of checking out.

Yes, but: Tech, retail and finance companies are hoping AI can make purchases more frictionless, but consumer adoption still lags.

The bottom line: AI is evolving into a powerful shopping assistant — but turning it into a trusted buyer will take time, clearer standards and smoother checkout experiences.

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