Google Sells Itself As A Commerce ‘Matchmaker,’ Not A Retailer

Google launched Universal Cart in the U.S. on the Gemini app and in Google Search this month, positioning itself as a commerce "matchmaker" rather than a retailer as AI agents take on product discovery. The launch builds on Google's January announcement of the Universal Commerce Protocol (UCP), a global shopping protocol designed to work with AI agents and power native checkout inside Google's properties. Retailers remain responsible for core ecommerce functions such as order fulfillment even as Google weaves commerce deeper into its services, potentially reducing consumer visits to retailers' own websites.

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/