Google introduces the Universal Commerce Protocol at NRF 2026
- UCP: 20+ endorsers
Google introduces the Universal Commerce Protocol at NRF 2026
Sundar Pichai introduced the Universal Commerce Protocol (UCP) at NRF 2026 as an open standard for agentic commerce, starting with native checkout in AI Mode and Gemini. Google built UCP with Shopify, Etsy, Wayfair, Target and Walmart, more than 20 others endorsed it, and the retailer remains the merchant of record.
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