Google's Universal Commerce Protocol Signals The End Of Search-Based Shopping [Forbes]
Wayfair Inc. Class A (W)
Last wayfair inc. class a earnings: 2/28 07:00 am
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Source: Forbes
Google is building the infrastructure layer for AI-driven shopping, and major retailers including Walmart, Target, and Shopify are backing it. That's because Google's Universal Commerce Protocol (UCP) isn't just another integration point. It's not another API to connect. Google's announcement of UCP is the beginning of new infrastructure. Agentic commerce is a fundamental shift in e-commerce and Google is building the rails for AI-native commerce, positioning itself as the protocol layer between consumers, retailers, and payment systems. Meanwhile Amazon is conspicuously building walls and other AI giants are making their own attempts at agentic commerce features. This is the end of search-based shopping as we know it. The infrastructure wars for agentic commerce are just beginning. The Protocol Layer Play UCP standardizes the entire transaction stack—discovery, authentication, payment, fulfillment—as a protocol layer instead of just another API endpoint. According to Google'
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