Retail giants collaborate to drive shopping experience integration, Google's new agreement reshapes the e-commerce ecosystem

In the context of AI reshaping business, Google is engaging in deep collaborations with global retail giants. CEO Sundar Pichai recently announced the launch of the Universal Commerce Protocol (UCP), an important initiative aimed at breaking down barriers between e-commerce platforms.

Strong Cross-Platform Collaboration

This partnership brings together heavyweight companies in the e-commerce sector. Giants like Shopify, Etsy, Wayfair, Target, and Walmart have all joined. Led by Google, this protocol framework aims to enable seamless connectivity across different agents and systems throughout the entire shopping process. Whether users log into their accounts via Shopify or browse products on other platforms, all links will form a unified, smooth shopping chain.

Core Value of the Protocol

The launch of UCP addresses a long-standing issue in the e-commerce industry—platform fragmentation. User experiences vary across different retail platforms, and shopping processes can be cumbersome. The emergence of the Universal Commerce Protocol changes this situation, making the shopping experience truly interconnected and allowing users to break free from single-platform constraints.

AI and Gemini-Driven Future Shopping

In the future, UCP will support native checkout functionality. More revolutionarily, users will be able to complete shopping directly within AI modes and Google Gemini. This means a complete overhaul of shopping entry points—consumers may no longer need to open e-commerce apps but can place orders directly through voice or text commands to AI assistants. This integration will push the shopping experience into a more convenient and human-centric new phase.

Industry Significance

This protocol marks the beginning of an open ecosystem in the e-commerce industry. Previously siloed retail platforms are starting to recognize the value of interconnectedness, and Google’s involvement further accelerates this trend. For consumers, shopping will become more free; for merchants, traffic acquisition channels will diversify; and for the entire industry, the space for innovation has been opened.