Salesforce Announces Support for Google’s Universal Commerce Protocol to Bring Product Discovery and Checkout into Conversational AI

Empowering Agentforce Commerce merchants with a standardized framework for intelligent, conversational shopping

Commerce is no longer a destination; it's an intelligent conversation.

Shoppers are moving beyond manual browsing and checkout toward conversational, context-rich, agentic interactions with brands across commerce and marketing channels. This shift was on full display during Cyber Week 2025 where AI drove a staggering $262 billion in holiday sales.

Today, Salesforce and Google are taking the next leap forward, expanding their partnership to include support for Universal Commerce Protocol (UCP), a new open standard designed for the era of agentic commerce.

As part of this, Salesforce will empower Agentforce Commerce merchants with native UCP support, unlocking new AI-driven shopping journeys across Google's AI surfaces, including AI Mode in Search and the Gemini app.

This standard creates a new common development language for consumer AI models like Gemini to connect to merchants' business backends. This includes real-time integration for things like inventory checks, loyalty, and more. This goes beyond just simple product discovery and checkout, connecting backend business processes to the shopper journey seamlessly, in real time.

What this means for Agentforce Commerce merchants

Salesforce and Google will enable merchants to capitalize on this historic shift in consumer behavior by meeting shoppers everywhere they are. With support for the Universal Commerce Protocol (UCP), brands can get to market faster with pre-built integrations, and convert shoppers at the moment of interest.

UCP also enables Agentforce Commerce brands to build stronger relationships with the consumer. While agents can autonomously complete many transactions with user permission, the protocol ensures a graceful handoff to commerce merchandisers or customer service agents.

This partnership expansion will help Agentforce Commerce merchants:

• Enable native checkout and direct buying experiences on Google AI commerce surfaces, backed by secure payment methods such as Google Pay.
• Reduce integration complexity through a standards-based approach available natively in Agentforce Commerce.
• Maintain control of merchandising, fulfillment, customer service, and post-purchase journeys as the merchant of record.

AI is redefining how shoppers find products and how retailers drive growth.

"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."

"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. "With Salesforce implementing UCP for Agentforce Commerce merchants, more retailers can bring richer product information to shoppers and enable native checkout experiences in AI Mode in Google Search and the Gemini app."

Availability and next steps

Salesforce will work with Google and participating ecosystem partners on technical requirements, merchant eligibility, rollout sequencing, and support models. Salesforce will share additional details on timelines and merchant onboarding as they are finalized.

More information:

Any unreleased services or features referenced in this press release are not currently available and may not be delivered on time or at all. Customers should make purchase decisions based on features that are currently available.