Google rolls out agentic commerce updates to help retailers reach AI-powered shoppers

Google announced a suite of agentic commerce updates designed to help retailers connect with shoppers using AI to research and purchase products. The rollout includes general availability of AI performance insights in Merchant Center across the U.S., Australia, Canada, India, and New Zealand—showing retailers their share of voice in AI Mode and AI Overviews—plus a beta program embedding Google's Business Agent directly into YouTube ads so viewers can ask product questions without leaving the platform. Google is also expanding capabilities through its Universal Commerce Protocol integration hub in Merchant Center, with UCP-powered checkout features like cart transfers and enhanced testing now available in the U.S., rolling to Australia and Canada early next year. The company emphasizes that accurate product feed data remains critical, noting merchants using core Merchant Center feed best practices see an average 5% conversion increase the following month.