Recently, the company officially launched a new Agentic e-commerce solution, which includes the UCP (Universal Commerce Protocol) universal commerce protocol and the Gemini CX intelligent customer service system. The goal is to create a one-stop shopping loop driven by AI agents, without the need to switch pages, covering the entire process from pre-purchase to after-sales service.

Users will now be able to interact with AI directly in Google searches to complete complex shopping tasks: asking "sunscreen suitable for sensitive skin," the AI not only recommends products but also automatically compares prices, claims available coupons, checks inventory, and completes payments after user authorization—all within the search interface. The core support for this experience is the UCP protocol, which establishes a standardized communication bridge between AI agents, merchants, and e-commerce platforms. It initially focuses on three key areas: checkout process, user identity binding, and order management, and is compatible with existing industry standards, having already integrated with multiple major retailers and payment platforms.

For the enterprise side, Google has also launched Gemini CX, providing companies with full lifecycle AI customer service capabilities. This system supports multi-modal interactions such as text and images, not only answering questions but also performing authorized operations, such as modifying orders, applying for returns or exchanges, or scheduling services. In addition, the Business Agent feature will allow consumers to directly communicate with brand AI to get personalized product recommendations or after-sales support, enabling brands to shift from "passive response" to "proactive service."

Notably, global e-commerce giants are accelerating their efforts to build an AI-driven shopping ecosystem. In China, platforms such as Alibaba, JD.com, and TikTok are also actively deploying large model technologies to optimize product recommendations, smart customer service, and merchant operation tools, aiming to improve conversion efficiency and user experience. However, Google, leveraging its search entry advantage and deep integration with the Gemini large model, has taken the lead in building an AI-native e-commerce model that integrates "discovery—decision—transaction—service."

As the UCP protocol becomes open and Gemini CX becomes widespread, future online shopping may no longer rely on app or website redirection, but rather be completed quietly through a single natural language conversation. This Agentic e-commerce revolution initiated by Google not only challenges the traffic logic of traditional e-commerce platforms but also signals that AI agents will become the core interaction interface of the next generation of consumer internet.