Salesforce has announced an expansion of its partnership with Google to support the Universal Commerce Protocol (UCP), an open standard designed to enable agent-driven shopping experiences. The move reflects a broader shift in digital commerce, as consumers increasingly rely on conversational and AI-assisted interactions rather than traditional browsing and checkout.
Under the expanded partnership, Salesforce will add native UCP support to Agentforce Commerce, allowing merchants to connect with Google’s AI surfaces, including AI Mode in Search and the Gemini app. The protocol establishes a shared technical framework that links consumer-facing AI models with merchant back-end systems, enabling real-time access to inventory, loyalty programs, and fulfillment processes. Merchants will be able to launch AI-driven buying journeys more quickly while retaining control over pricing, merchandising, payments, and post-purchase engagement. The protocol also supports secure checkout options such as Google Pay and allows smooth transitions from automated agents to human staff when needed.
Nitin Mangtani, SVP and GM of Agentforce Commerce and Retail at Salesforce, said, “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.” Ashish Gupta, VP and GM of Merchant Shopping at Google, said Salesforce’s UCP implementation will help retailers deliver richer product information and enable native AI-powered checkout experiences across Google Search and the Gemini app.