The future of shopping has arrived — and Google wants to run it

Core Insights - Alphabet's Google is transitioning to "agentic commerce," where AI not only suggests purchases but also executes them, fundamentally changing the online retail experience [1] - The Universal Commerce Protocol (UCP) was introduced to facilitate autonomous AI agents in managing complex shopping tasks, enhancing the customer experience and retailer participation [1] - Google is leveraging its vast user data and AI capabilities to position itself as a leader in the evolving AI commerce landscape, moving from a reactive to an offensive strategy [2] Company Developments - Google unveiled the UCP at the National Retail Federation conference, designed to streamline shopping processes such as discount codes and payment processing [1] - The UCP was developed in collaboration with major retailers like Wayfair, Shopify, Walmart, Etsy, and Target, aiming to enhance the shopping journey through AI integration [1] - The Gemini AI model has gained significant traction, with over 650 million monthly users and 2 million business users shortly after launch, indicating strong market acceptance [1] Competitive Landscape - OpenAI's ChatGPT has entered the agentic commerce space with its Instant Checkout feature, which allows users to make purchases directly within the chat interface [1] - Amazon's generative AI shopping agent, Rufus, provides product comparisons and recommendations but does not complete transactions, highlighting a gap in its capabilities compared to Google's offerings [1] - Analysts believe Google's extensive user data and established ecosystem give it a competitive edge in the AI commerce sector [1] Market Outlook - Analysts have a bullish outlook on Alphabet, with price targets set at $310 and $330, reflecting confidence in the company's AI momentum and retail partnerships [1] - The upcoming fiscal 2025 fourth-quarter report is anticipated to provide further insights into Alphabet's AI strategy and future plans for 2026 [2] - The introduction of UCP is seen as a pivotal moment that could redefine retail search and commerce, moving towards a "Chat-Then-Buy" model [1]