During the NRF 2026 (National Retail Federation) conference, which was held on January 11–12, 2026, in New York, Google unveiled the Universal Commerce Protocol, an open standard designed to connect AI systems with e-commerce platforms. Google collaborated with several companies to develop it, including Shopify, Etsy, Wayfair, Target, and Walmart.
Shopify also announced expanded integration with Microsoft Copilot, which will allow customers to purchase directly from the Copilot chatbot without visiting the e-store through Copilot Checkout.
Purchase directly in the AI interface
The introduction of the Universal Commerce Protocol means that shopping is to be moved directly to the AI interface where search and recommendations are currently done. This allows the user to make purchases without having to click through to an e-shop. This model is currently to work in AI Mode in Google search and in the Gemini app.
The rollout of these shopping options will be gradual, initially targeting select product offerings and U.S. retailers. Payments will initially be supported via Google Pay, with plans to expand to include other payment methods, such as PayPal.
Google calls this approach agentic commerce. It is a model in which AI not only acts as a source of information, but can also mediate the purchase step itself.
Change from the customer perspective
For customers, it simplifies the shopping process. Searching, comparing products, and making the purchase itself can all take place in one environment, without the need to navigate between multiple websites.
What will e-commerce look like without clicks? Imagine that a customer doesn't go to an e-shop. He just says: "I want something for the rain. Waterproof. Not black." His AI assistant knows his size, style, purchase history, favorite brands. Through the API, he goes through the available catalogs, evaluates the price, logistics and simply orders. No clicks. No UX. Just a data interface between a person and reality.
The purchasing decision is thus shifted to the moment when the customer is looking for an answer to a specific question , such as which product is most suitable for them or where they can buy it.
Impact on companies and brands
From the perspective of companies and brands, this is a shift in the role that search plays in the purchasing process itself. Although products are already displayed to customers in search today, the new feature is the ability to go from recommendation to purchase directly in the AI interface, without having to visit an e-shop.
What does this mean for e-shops?
The e-commerce store is changing from a website to a data source for AI agents. To be “selected”, you need to be: machine-readable, API-connected, natural language optimized, ready for off-site purchases.
E-shops will therefore have to place greater emphasis on quality product data, clear descriptions, pricing, and availability across channels.
AI-mediated shopping is still in its early stages, but it already signals a shift in how online shopping will connect with search and AI interfaces.
Are you interested in how your e-shop can prepare for the changes? Contact us. Together we will find the best solution for your business.
