Google has introduced the Universal Commerce Protocol (UCP), an AI‑driven framework that embeds Gemini‑powered conversational agents into online shopping experiences. The European Commission is opening specification proceedings to ensure equal access for rivals, shaping how the platform will be offered across the EU and influencing the future of AI‑enhanced commerce.
EU Antitrust Specification Proceedings Target Google AI Shopping Platform
What the Commission Is Doing
The European Commission will issue guidance on granting “equally effective access” to Google’s AI services for search rivals and AI developers. This guidance follows the Digital Markets Act, which obliges gatekeeper platforms to open hardware and software features to smaller competitors. Draft measures are expected within six months.
Google’s Universal Commerce Protocol (UCP) Explained
Core Features of UCP
UCP standardises the exchange of product data, pricing, inventory, and user intent between Google’s AI layer and merchant systems. It enables retailers to embed Gemini‑powered conversational agents directly into product pages, search results, and checkout flows, delivering a seamless, voice‑first shopping journey.
Shopify and Visa Pilot the AI Shopping Experience
Benefits for Merchants and Consumers
Shopify integrates UCP into its merchant platform, allowing stores to surface AI‑generated product recommendations and checkout assistance within Google Search and Google Assistant. Visa supports the pilot with secure, tokenised payment flows that can be invoked through the AI chat interface, reducing friction for consumers who complete purchases without leaving the conversational window.
Shift from Amazon to Google in EU Focus
Why Regulators Are Targeting AI Commerce
Historically, EU antitrust actions centred on Amazon’s marketplace practices. The rise of AI‑enabled commerce has prompted regulators to broaden their lens, ensuring the emerging AI layer remains open to competition rather than being monopolised by a single gatekeeper. Google’s dominance in search and its Gemini model place it at the centre of this new frontier.
Implications for Europe’s E‑Commerce Landscape
Opportunities for Retailers
- Smaller merchants can access advanced conversational interfaces without building their own AI infrastructure.
- Enhanced personalization may become a key differentiator in competitive markets.
- Secure, tokenised payments streamline the checkout process, boosting conversion rates.
Potential Challenges for Google
- Compliance may require licensing UCP components and Gemini data on non‑discriminatory terms.
- Transparent pricing for API usage could affect revenue models.
- Balancing privacy, innovation, and regulator demands will be critical.
Looking Ahead: Regulatory Timeline and Future Outlook
The six‑month specification timeline means a clear regulatory framework for AI‑powered commerce is expected by mid‑year. Stakeholders will watch for mandatory licensing fees, data‑sharing obligations, and technical standards for interoperability. A balanced approach could position the EU as a testing ground for the next generation of AI‑driven retail, while overly restrictive rules might push development to more permissive jurisdictions.
