Google has taken another step in its proposal to integrate artificial intelligence into the search experience. Now, users They will be able to buy products without leaving the Google interface or visiting online stores.
At the moment, this feature is only available in the United States and allows you to purchase items from partner platforms directly from Google search mode.
The key to this innovation is the Universal Commerce Protocol (UCP), developed by Google in collaboration with its business partners. Thanks to this protocol, when a user requests product recommendations, AI can display a list of compatible sites. From there, you can add the product to the cart and complete the purchase using the data saved in Google Pay or Google Wallet.
Google announced the UCP last month and confirmed its public deployment. For now, the function is limited to Etsy and Wayfair itemsbut the company assures that other sellers such as Shopify, Target and Walmart will soon be integrated. This expansion reflects Google’s intention to turn search into a comprehensive shopping experience.
In addition to the possibility of purchasing without leaving Google, AI mode introduces a new sponsored product ad format. These ads will appear directly below the AI-generated organic results and will be clearly labeled “Sponsored.” Google had already integrated ads in AI mode in previous months, and with this new format it seeks to consolidate the shopping experience within the same platform.
From the user’s perspective, These instant purchases promise a faster and more comfortable process than traditional browsing through online stores. However, they also require a high level of trust in the AI-generated recommendations, a point that Google has yet to reinforce for all users.
With this update, Google reinforces its strategy of keeping users on its platform for longer, combining search, recommendations and purchase in a single interaction flow.