{"id":12877,"date":"2026-01-14T09:02:34","date_gmt":"2026-01-14T17:02:34","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=12877"},"modified":"2026-01-27T17:51:33","modified_gmt":"2026-01-27T12:21:33","slug":"google-universal-commerce-protocol-support-announcement","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/in\/news\/stories\/google-universal-commerce-protocol-support-announcement\/","title":{"rendered":"Salesforce Announces Support for Google’s Universal Commerce Protocol to Bring Product Discovery and Checkout into Conversational AI"},"content":{"rendered":"\n

Empowering Agentforce Commerce merchants with a standardized framework for intelligent, conversational shopping<\/em><\/p>\n\n\n\n

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Commerce is no longer a destination; it\u2019s an intelligent conversation.<\/p>\n\n\n\n

Shoppers are moving beyond manual browsing and checkout toward conversational, context-rich, agentic interactions<\/a> with brands across commerce and marketing channels. This shift was on full display during Cyber Week 2025 where AI drove a staggering $262 billion<\/a> in holiday sales.<\/p>\n\n\n\n

Today, Salesforce and Google are taking the next leap forward, expanding their partnership to include support for Universal Commerce Protocol (UCP), a new open standard designed for the era of agentic commerce<\/a>.\u00a0<\/p>\n\n\n\n

As part of this, Salesforce will empower Agentforce Commerce<\/a> merchants with native UCP support, unlocking new AI-driven shopping journeys across Google\u2019s AI surfaces, including AI Mode in Search and the Gemini app.<\/p>\n\n\n\n

This standard creates a new common development language for consumer AI models like Gemini to connect to merchants\u2019 business backends. This includes real-time integration for things like inventory checks, loyalty, and more. This goes beyond just simple product discovery and checkout, connecting backend business processes to the shopper journey seamlessly, in real time.<\/p>\n\n\n\n

What this means for Agentforce Commerce merchants<\/strong><\/h2>\n\n\n\n

Salesforce and Google will enable merchants to capitalize on this historic shift in consumer behavior by meeting shoppers everywhere they are. With support for the Universal Commerce Protocol (UCP<\/a>), brands can get to market faster with pre-built integrations, and convert shoppers at the moment of interest.<\/p>\n\n\n\n

UCP also enables Agentforce Commerce brands to build stronger relationships with the consumer. While agents can autonomously complete many transactions with user permission, the protocol ensures a graceful handoff to commerce merchandisers or customer service agents.<\/p>\n\n\n\n

This partnership expansion will help Agentforce Commerce merchants:<\/p>\n\n\n\n