Google is expanding its AI shopping capabilities by embedding buy buttons directly into its Gemini app and AI-powered search results, enabling users to complete purchases in just a few clicks. The move positions Google as a major player in the emerging field of agentic shopping, where AI assistants handle product discovery, checkout, and support without requiring users to jump between websites and apps.
How It Works
The new system is powered by Google’s Universal Commerce Protocol (UCP), an open standard designed to unify product listings, payments, and customer support across platforms. With UCP, Gemini can:
- Discover products across multiple retailers.
- Enable one-click checkout using Google Pay.
- Log in automatically to seller sites for faster transactions.
- Provide post-purchase support through AI-driven interactions.
This means users searching for products in AI Mode or through Gemini can now see a buy button alongside results, making Google Search a true end-to-end shopping destination Digital Trends 9to5Google.
Industry Collaboration
Google co-developed UCP with major e-commerce players including Shopify, Etsy, Wayfair, and Target, and secured endorsements from over 20 companies such as Adyen, American Express, Best Buy, Flipkart, Macy’s, and Mastercard 9to5Google. This broad support suggests Google is aiming to establish UCP as the default standard for AI-driven commerce.
Competitive Landscape
The launch comes amid a wave of AI shopping innovations:
- OpenAI’s ChatGPT added shopping features in 2025.
- Amazon’s Alexa+ introduced conversational shopping.
- Microsoft Copilot integrated a dedicated shopping and checkout system.
Google’s buy buttons could give it a competitive edge by leveraging its massive search traffic and payment ecosystem Digital Trends ZDNET.
Sources: Digital Trends Digital Trends, 9to5Google 9to5Google, ZDNet ZDNET
