Salesforce Embraces Google's **Universal Commerce Protocol**: Revolutionizing Agentic Shopping with **Agentforce**
Commerce is evolving from static destinations to dynamic, **intelligent conversations** powered by AI agents. Salesforce has announced native support for Google's **Universal Commerce Protocol (UCP)** in **Agentforce Commerce**, enabling merchants to deliver seamless product discovery and checkout experiences across Google's AI surfaces like AI Mode in Search and the Gemini app.[1][2]
The Rise of Agentic Commerce
Shoppers are shifting beyond traditional browsing toward **context-rich, agentic interactions** with brands. This was evident during **Cyber Week 2025**, where AI drove **$262 billion** in holiday sales.[1] UCP, an open standard co-developed with Shopify, Etsy, Wayfair, Target, Walmart, and others, standardizes AI-driven shopping from discovery to post-purchase support.[4][5][6]
UCP ensures merchants remain the **merchant of record**, retaining full control over customer relationships, transaction data, and business rules. It integrates with protocols like Agent Payments Protocol (AP2), Agent2Agent (A2A), and Model Context Protocol (MCP), future-proofing commerce for any AI platform.[3][4][7][8]
Salesforce Agentforce: Leading the Charge
With native UCP integration, **Agentforce Commerce** merchants gain:
- Pre-built integrations for faster market entry and conversion at the moment of interest.[1]
- Graceful handoffs to human merchandisers or service agents for complex needs.[1]
- Expanded reach across Google's AI ecosystem, including branded AI Business Agents.[1][4]
- Support for payments like Google Pay, PayPal, and shipping from Google Wallet.[4]
"**AI is redefining how shoppers find products and how retailers drive growth**," said Nitin Mangtani, SVP and GM of Agentforce Commerce and Retail, Salesforce. "By natively integrating UCP into Agentforce Commerce with Google's AI surfaces, we're helping merchants expand their reach while ensuring they keep full operational control and the direct relationship with their customers."[1]
"The **Universal Commerce Protocol** is designed to make it easier for retailers to adopt agentic commerce by providing an open standard for connecting AI-driven shopping experiences to merchant systems," said Ashish Gupta, VP/GM, Merchant Shopping, Google.[1]
Implications for Merchants and CIOs
Platforms like Shopify, WooCommerce, Adobe Commerce, and BigCommerce are prioritizing UCP implementation. Merchants must optimize structured data for delivery certainty, size/fit info, and product questions to maximize AI recommendations.[5] CIOs face new challenges in security, including API gateways, fraud detection, and agent identity verification.[6]
This partnership positions Salesforce at the forefront of **agentic commerce**, empowering brands to meet shoppers wherever they are—while maintaining trust and control.[1][2]
As AI agents become the norm, adopting UCP via Agentforce isn't optional—it's essential for staying competitive in 2026 and beyond.