Google has introduced Universal Cart, an agentic hub designed to manage a user’s entire shopping experience in one centralized location. Announced at its I/O conference, the feature is part of a broader push to transform its AI assistants from passive recommendation tools into active players in online commerce, a move that could significantly alter the dynamics for e-commerce platforms and payment processors.
Quick Facts
- Manages shopping in one cart across Google services.
- AI tracks price drops, deals, and stock alerts.
- New protocol allows agents to make payments for you.
How Universal Cart Works
Universal Cart allows users to add products they are considering from anywhere within Google’s ecosystem—whether browsing Search, interacting with Gemini, watching YouTube, or even from within Gmail. Once an item is added, the system actively monitors for deals, price drops, and stock availability, while also providing price history insights.
The system is built on the understanding that shopping is a multi-device, multi-retailer process that often spans several days. The cart leverages AI to assist with complex purchases. For instance, if a user is building a custom PC and adds components from different merchants, the AI can flag compatibility issues, like a processor that doesn’t fit the selected motherboard, and suggest a suitable alternative. It also integrates with Google Wallet to help users maximize rewards points and uncover hidden savings.
Checkout is handled through Google’s Universal Commerce Protocol (UCP), which allows users to either complete their purchase directly through Google with participating merchants or transfer their items to the merchant’s site. The feature is launching first in the U.S., with plans to expand to Canada, Australia, and the U.K. in the coming months.
Agent Payments: The Bigger Picture
Perhaps the more consequential update is the Agent Payments Protocol (AP2), which enables AI agents to securely make purchases on a user’s behalf. Users can set specific guardrails, including preferred brands, products, and a firm spending limit. Once these conditions are met, the agent can complete the transaction automatically.
Google confirmed it will integrate AP2 into its own products in the near future. This protocol establishes a transparent and verifiable link between the user, merchant, and payment processor, with encryption securing user data. It also creates a tamper-proof digital record and a permanent audit trail, which can be used for managing returns or resolving disputes.
Impact on MENA’s E-commerce Scene
For the MENA region’s bustling e-commerce sector, Google’s move presents both a challenge and an opportunity. By centralizing the discovery and consideration phases of shopping within its own ecosystem, Google could intercept a significant portion of the user journey before a customer ever lands on a regional platform like Noon, Namshi, or Amazon.ae. This positions Google as a powerful aggregator of consumer intent, potentially diminishing the direct relationship between local merchants and their customers.
Furthermore, the introduction of autonomous AI payment agents via AP2 could fundamentally change how transactions are initiated. While still in its early stages, this technology could shift the balance of power from individual retail apps and websites towards AI assistants that optimize purchases based on user-defined criteria. Regional payment gateways and fintech companies will need to closely watch how this protocol develops and consider integration strategies to remain relevant in a future where AI handles the checkout process.
About Google
Google is a global technology company specializing in internet-related services and products. These include online advertising technologies, a search engine, cloud computing, software, and hardware. It is considered one of the Big Five American information technology companies, alongside Amazon, Apple, Meta, and Microsoft.
Source: TechCrunch
