Google Quietly Turns Search Into a Checkout Lane - Retailers Face a New Choice

Google AI Mode checkout and Business Agent

Google's AI Mode now supports checkout for eligible product listings without sending shoppers to retailer websites. Users complete purchases on Google surfaces, while participating retailers remain the seller of record. Checkout is initially available for selected U.S. retailers, with expansion to additional markets planned.

Business Agent places a branded AI chat interface directly within Google Search results for participating merchants. Google positions Business Agent as a virtual sales associate that answers product questions using a brand's voice. The feature launches on January 12 with partners including Lowe's, Michael's, Poshmark, and Reebok.

Eligible U.S. retailers can activate Business Agent through Google Merchant Center and configure responses based on their product data. Google says it will add capabilities to train agents on retailer-specific information, present product offers within chats, and eventually enable purchases directly inside the Business Agent experience.

Key details: Universal Commerce Protocol and Direct Offers

Google introduced the Universal Commerce Protocol as an open technical standard for what it calls "agentic commerce." The protocol powers checkout in AI Mode across Search and the Gemini app for eligible product listings. Participating shoppers use Google Pay with stored payment methods and shipping details from Google Wallet, with PayPal support planned.

Google developed the Universal Commerce Protocol in collaboration with Shopify, Etsy, Wayfair, Target, and Walmart. More than 20 companies have endorsed the protocol, including Adyen, American Express, Best Buy, Mastercard, Stripe, The Home Depot, and Visa.

Direct Offers is an advertising pilot in AI Mode that lets merchants present exclusive discounts within product-related searches. Retailers configure these discounts in their campaign settings, while Google's systems decide when to display them to users. Initial Direct Offers partners include Petco, e.l.f. Cosmetics, Samsonite, Rugs USA, and selected Shopify merchants.

• Checkout in AI Mode is limited to eligible U.S. retailers at launch, according to Google's announcement.
• Participating retailers remain responsible for order fulfillment, customer support, and returns for transactions completed on Google.
• Google presents the Universal Commerce Protocol as an open standard that other retail platforms can implement.
• Direct Offers currently runs as a limited pilot with selected advertisers in the United States.

Background context and source citations

Google Merchant Center is the company's platform for retailers to upload product data and manage visibility across Google shopping surfaces. Business Agent activation and customization occur within Merchant Center for eligible U.S. brands participating in these new programs.

Google previously supported on-Google purchases through its Buy on Google program, which it began winding down in 2023. The new Universal Commerce Protocol and AI Mode checkout introduce another method for completing transactions on Google services.

Google detailed AI Mode checkout, Business Agent, Direct Offers, and the Universal Commerce Protocol in an official Ads & Commerce blog post the company announced on its site, which includes partner lists and initial availability.