Google Launches Agentic Commerce With Etsy and Wayfair

Google’s standard for connecting businesses and artificial intelligence (AI) agents is beginning to power checkout in the United States.

The Universal Commerce Protocol (UCP), which was introduced in January, is now letting U.S. shoppers buy items from Etsy and Wayfair, from within Google’s AI Mode in Search and the company’s Gemini app, Vidhya Srinivasan, vice president and general manager, Ads and Commerce at Google, wrote in a Wednesday (Feb. 11) blog post.

This UCP-powered checkout will soon be extended to Shopify, Target and Walmart, according to the post.

In addition to these merchants, hundreds of tech companies, payments partners and retailers have contacted Google with interest in integrating the standard, according to the post.

“In 2026, agentic commerce is no longer just a concept, it’s reality,” Srinivasan wrote in the post. “It will transform how we shop, from discovery to decision, while helping brands differentiate themselves.”

When Google announced UCP on Jan. 11, the company said the agentic commerce standard is designed to “work across the entire shopping journey.”

“UCP establishes a common language for agents and systems to operate together across consumer surfaces, businesses and payment providers,” the company said at the time in a press release. “So instead of requiring unique connections for every individual agent, UCP enables all agents to interact easily.”

The release added that UCP is designed to work across verticals and is compatible with industry protocols such as Agent2Agent (A2A), Agent Payments Protocol (AP2) and Model Context Protocol (MCP).

PYMNTS reported Jan. 12 that the launch of UCP puts Google squarely in the standards race and that rivals such as OpenAI, Amazon and Microsoft are developing their own agentic commerce systems.

The competition will not center on features alone, but on which protocols gain adoption and become embedded in everyday buying behavior, according to the report.

Wayfair said Jan. 12 that it participated in the development of UCP for agentic commerce and would soon enable shoppers to check out directly from Wayfair without leaving Google during their research.

“Wayfair is investing in AI-powered discovery wherever our customers are — whether that is on our own app or across external AI platforms,” Wayfair Chief Technology Officer Fiona Tan said in a press release.

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