Google expands commerce tools across Gemini & YouTube

Google has added new Universal Commerce Protocol features and retail tools across its shopping services, extending its commerce push beyond Search into Gemini, YouTube and Merchant Centre.

The changes centre on a Universal Cart designed to work across retailers and Google's own services. When shoppers decide to buy, they can check out with Google Pay through participating brands or move items to a merchant's website to complete the purchase.

Retailers in the initial group include Nike, Sephora, Target, Ulta Beauty, Walmart and Wayfair. Shopify merchants including Fenty and Steve Madden will also be able to use selected checkout features.

The retailer remains the merchant of record whether a shopper completes the transaction through Google Pay or on the retailer's own site.

Ad expansion

Google is also extending the commerce tools into advertising products. Brands that have integrated the protocol will be able to show exclusive promotions through Direct Offers, while Shopping ads on YouTube linked to Demand Gen product feeds will support on-the-spot purchases.

Payment options are widening as well. Buy now, pay later options from Affirm and Klarna will be embedded in Google Pay for shoppers who want instalment plans at checkout.

At the same time, Google is expanding the geographic reach of protocol-based checkout. The system will roll out across Canada and Australia before later reaching the UK.

Beyond retail

Google is also taking the protocol into other sectors, working with partners to apply the same approach to hotel bookings and local food delivery.

That would allow people to book a hotel from AI Mode in Search or order food through a conversation in Google Maps. The move suggests Google sees the protocol as a common transaction layer rather than a feature limited to online retail catalogues.

Alongside the checkout changes, Google is adding tools for merchants seeking visibility across AI-driven services. As people increasingly use AI Mode and Gemini to shop, brands will get more data on how they appear in those environments.

An AI performance insights tool in Merchant Centre will show brands how they are performing across what Google calls AI surfaces by comparing share of voice with similar brands. It will roll out in Australia, Canada, India, New Zealand and the US.

Merchant tools

Retailers are also getting a way to revise product descriptions for more conversational searches. Merchants globally can use conversational attributes to update listings so they better match how consumers phrase questions in AI interfaces.

Another addition is Ask Advisor, a Merchant Centre feature Google describes as a collaborator for retailers. It will provide business-specific insights, carry out tasks and connect with Google Ads and Google Analytics, allowing merchants to manage listings and campaigns from the same environment.

The broader strategy reflects Google's effort to embed itself more deeply in the purchase journey as AI changes how people search and shop. Instead of only sending users to product links and merchant sites, it is building more ways to keep discovery, shopping and checkout inside its own services while leaving the merchant as the formal seller.

That may matter for retailers weighing how much control to hand to large technology platforms as AI agents begin to mediate transactions. Google's approach suggests it wants to act as an intermediary layer for discovery, basket building and payment while reducing friction at the point of sale.

The inclusion of named retailers and Shopify merchants indicates an effort to win support from both large chains and independent brands. The planned move into hotel booking and food delivery also points to a broader ambition to make conversational commerce part of everyday consumer transactions across multiple categories.

For merchants, the package combines checkout functions with analytics and listing tools, linking commerce more closely with advertising and search visibility. For shoppers, it means more transactions could begin in an AI chat or search result and end without leaving Google's ecosystem.

Google said its aim is to connect shoppers directly with businesses as commerce tools evolve around AI-driven services.