"Google focuses on broader commerce journeys by providing contextual offers based on consumer searches (likely the foundation for ad-based monetization). It also allows AI agents to authenticate customers and retrieve loyalty information. UCP goes a step further by permitting agents to display discount data during checkout - bringing loyalty and pricing to the agentic realm. It also introduced brand business agents that can function like digital sales associates."
"OpenAI currently does not have a pathway for broader commerce journeys like UCP, except by offering merchants control for promotions and offers via 15-minute refreshes through its product data spec feed. Compared to Google, OpenAI is focused on compressing the commerce journey from discovery to "instant checkout," has a head start in market with its protocol, and has established itself as the answer engine of choice among consumers."
Google released the Universal Commerce Protocol (UCP), an open standard co-developed with multiple retailers and tech partners to enable search-based contextual offers, agent authentication, loyalty retrieval, and display of discounts during checkout. UCP introduces brand business agents that act as digital sales associates and leverages Google's Shopping Graph, Merchant Center, and payment network for distribution. OpenAI released the Agentic Commerce Protocol (ACP) earlier and prioritizes compressing discovery-to-checkout via instant checkout and chat-based intent validation, with product data spec feeds for merchant-controlled promotions. The two approaches create competing pathways for merchant adoption and highlight that consumer trust remains critical to agentic commerce success.
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