# Google Sells Itself As A Commerce ‘Matchmaker,’ Not A Retailer > Source: > Published: 2026-10-26 11:51:00+00:00 As AI agents become more synonymous with product discovery, Google is selling itself as a critical partner for brands to show up in recommendations. In January, Google [announced](https://www.adweek.com/commerce/google-and-walmart-join-forces-to-shape-the-future-of-retail/) the Universal Commerce Protocol (UCP) as a global shopping protocol that can work with AI agents and powers native checkout within Google’s properties. Google is increasingly interweaving commerce features into its services—to the point where consumers may not need to visit retailers’ individual websites. However, retailers are responsible for core ecommerce functions like fulfilling orders. This month, Google officially launched Universal Cart in the U.S. on the Gemini app and in Google Search. ## UNLOCK FULL ACCESS Subscribe and get full access to the news, insights, and expertise that keep industry professionals ahead of the curve. [VIEW ALL SUBSCRIPTION OPTIONS](https://www.adweek.com/subscription/)