TL;DR
Universal Commerce Protocol (UCP) – It is an open standard protocol developed by Google that allows artificial intelligence systems to securely connect to store systems and initiate purchasing processes: from product search to order transmission to the business.
For businesses, this opens up a new channel of accessibility through AI search and chat interfaces, reduces the complexity of technical integrations, and changes how customers find and choose products.
Why is this relevant now?
More and more customers are starting their shopping journey not on a website, but by asking an AI assistant a question.
If your products aren’t there, your business simply isn’t part of the decision-making process.
This is especially important for Lithuanian e-commerce and service businesses that compete with international players. UCP solves one of the main problems: how to enable AI systems to securely and reliably access your product information and initiate real transactions.
Why is Google developing UCP in the first place?
Today, most stores have different technical interfaces (APIs), different data structures, and different ordering rules.
This means that each AI platform has to create separate integrations with each business. The process is slow, expensive, and difficult to scale.
The goal of UCP is to create a common standard that defines how AI agents can:
obtain product data,
check prices and stock levels,
create a shopping cart,
initiate payment,
and transfer the order to the seller’s system.
This is not a new sales platform. It is an infrastructure layer that allows different systems to work according to a single set of rules.
How will this appear to the buyer?
Practical example:
The buyer writes to the AI assistant:
“Find me wireless headphones for up to €100 with delivery to Lithuania.”
If the store supports UCP:
The AI receives real product data,
presents options,
allows the buyer to select a product,
and initiates the purchase process via the AI interface.
The order is transferred to the seller’s system. Prices, delivery rules, warranties, and customer service remain on the business side.
What is currently being discussed in the market?
Customer control and brand
One of the main discussions is whether AI platforms will take over customer relations.
Google has officially announced that UCP will remain the merchant of record for sellers. This means that businesses will:
set prices,
manage delivery,
handle returns,
and remain responsible for the customer experience.
AI acts as an intermediary channel, not a replacement for stores.
Safety and responsibility
The UCP architecture provides security layers:
confirmation mechanisms before actual financial transactions,
authorized data query flows,
protected payment initiation processes.
This allows businesses to maintain control and reduce the risk of errors.
Implementation pace
Google publicly states that UCP support is being rolled out in stages via AI Mode and partner infrastructure. This is not a one-time update, but a gradually growing ecosystem.
What are the real benefits for Lithuanian businesses?
New channel of accessibility
AI search becomes an additional entry point for customers. Businesses whose product data is technically sound have a greater chance of being visible at this stage.
Fewer technical barriers in the future
A unified standard reduces the need to develop separate integrations with each new AI platform. This is particularly relevant for small and medium-sized businesses.
A smoother shopping experience
A shorter journey from search to purchase means fewer lost customers due to complicated checkout processes.
The reputation aspect for e-shops
AI systems rely on reliability signals:
actual stock levels,
delivery accuracy,
price consistency,
return policy.
If a store frequently displays incorrect information or fails to deliver on its promises, AI recommendation systems will eventually evaluate this negatively. This means that technical order becomes part of reputation.o neteisingą informaciją arba neatitinka pažadų, AI rekomendacijų sistemos ilgainiui tai įvertina neigiamai. Tai reiškia, kad techninė tvarka tampa reputacijos dalimi.
What can entrepreneurs do right now?
Practical list
If you have an e-shop or are planning to expand:
Product data
- Clear names
- Complete attributes (sizes, colors, materials)
- Accurate descriptions without errors
Inventory and prices
- Automatic synchronization of backorders
- Realistic delivery times
- Price updates without manual work
Choosing a platform
- You are using a system with Google Merchant integration
- You have an active Merchant Center profile
Processes
Clear return policy
Fast order processing
Stable customer service
This provides the technical basis for faster integration into the AI procurement ecosystem in the future.
Frequently asked questions
1. Will UCP replace my e-shop?
No. It is an additional channel of accessibility, not a replacement for the website.
2. Will it be necessary to program from scratch?
In most cases, no. Most support will be available through platform updates and merchant integrations.
3. Is this relevant for small businesses?
Yes. Standardization reduces technological barriers and allows us to compete with larger players.
4. Is this already in effect in Lithuania?
The technology is still being implemented gradually, but being prepared now allows us to be among the first to take advantage of it.
Conclusion
UCP is not a short-term technology trend. It is an infrastructural change that is transforming how customers search for and purchase products.
Businesses that:
manage product data,
invest in automated processes,
work with Google Merchant infrastructure,
will be best prepared for this transformation.
