Want Your Products To Appear in AI Mode? Here’s How Google Can Help

Google’s Universal Commerce Protocol consists of two key features:

• A checkout feature in Google Search’s AI Mode and the Gemini app that’ll let shoppers buy products from eligible US merchants
  • How it works: Shoppers can enter a commercial query into AI Mode (e.g. “I’m looking for a sturdy suitcase suitable for regular business trips”). The AI will then generate multiple product options based on this query, allowing the user to click on a product recommendation and check out via payment methods like Google Pay.
  • This feature will roll out for eligible US merchants soon
• A Business Agent enabling shoppers to chat to a virtual assistant that represents a brand featured in search.
  • How it works: On the Search Engine Result Pages for a specific brand (e.g. Lowe’s), shoppers can scroll down, find a search snippet with a “Chat” icon, and ask the AI to look for recommended products from that store.
  • This feature went live on January 12

Google’s new features are significant because they could transform your target audience’s customer journey, influencing how they find, engage with, and purchase your products. Now, they don’t need to leave Google to make a purchase, which could have potential benefits and drawbacks for your store.

For one, the AI-powered interface could decrease direct clicks to your store, with the UCP keeping your audience within Google’s ecosystem. That said, it could lead to increased conversion rates too, since your customers will be able to easily check out through Google for a more seamless shopping experience.

Merchants that aren’t eligible for the UCP may struggle to appear in AI-powered search results, which is a huge disadvantage for stores trying to boost their visibility online.

Google developed the Universal Commerce Protocol with support from top ecommerce platforms, such as Etsy, Wayfair, Target, and most notably, Shopify. The popular ecommerce website builder has been vocal about its involvement, being a key proponent of agentic commerce and how it can transform the shopping experience.

On Google’s partnership with Shopify, Ashish Gupta, VP/GM of Merchant Shopping at Google, has said:

“The shift to agentic commerce will require a shared language across the ecosystem—and the Universal Commerce Protocol provides that framework. Through our collaboration with partners like Shopify we’re ensuring the protocol is interoperable and ready to meet the evolving demands of retailers and their customers.”

As part of this partnership, Shopify is also planning to release its first “Agentic Plan,” which will enable merchants who aren’t selling on Shopify to upload their products to Shopify Catalog and appear in AI chatbots like Google’s AI mode. If you’re interested in getting your products seen by a wider audience, this is a worthy feature to look into.

💡 Shopify hasn’t released the plan yet, but you can sign up to the waitlist on Shopify’s Agentic Plan page. 

Google’s checkout experience isn’t available in AI Mode yet, but the search engine plans to roll out this feature to eligible US merchants very soon. However, the Business Agent is already live, so you’ll need to log into your Google Merchant Center to check if you’re eligible.

But if you’re interested in being featured in Google’s checkout experience when it’s released, I recommend reading Google’s UCP documentation first. To participate, you must:

• Have an active Google Merchant Center account and provide Google with eligible products for checkout
• Have a published Google Business Profile
• Follow Google’s integration guide to get set up

In 2026, is your goal to appear in AI-generated search results more often? Let us know in the comments.💭  It’s important to stay up to date with these developments so your store can stay competitive in a swiftly evolving ecommerce landscape.