Agentic Commerce: The New Era of Retail

 The days of endless online browsing are over. Welcome to Agentic Commerce, the era where your shopping is done for you, not just by you.

For retailers and brands using the Google Marketing Platform (GMP), this isn’t just a technical upgrade; it’s a fundamental reimagining of how you connect with high-intent shoppers. From autonomous digital assistants that research on a customer’s behalf to protocols that turn a search query into a completed purchase in seconds, 2026 is the year retail gets “agentic”.

What is Agentic Commerce? (And Why Should You Care?)

Think of your favorite, most helpful sales associate. Now, imagine that an associate lives in your customer’s pocket, knows their exact style, budget, and past purchase history, and can scour thousands of listings in milliseconds to find the perfect match.

Agentic commerce is an era where consumers delegate parts of their buying journey, like discovery, comparison, and even payment, to intelligent AI systems.

• Discovery moves from keywords to intent: Shoppers no longer type “red sneakers size 10.” Instead, they tell an agent, “Get me ready for the New York Marathon,” and the agent manages the shoes, the energy gels, and the training plan.
• Zero-click transactions: By the end of 2026, experts predict many consumers may stop visiting brand websites entirely for routine purchases, relying on agents to handle the transaction directly.

The New Open Standard: Universal Commerce Protocol (UCP)

To make this seamless future a reality, Google and industry leaders like Shopify, Target, and Walmart have launched the Universal Commerce Protocol (UCP).

Universal Plug-and-Play for Retail

In the past, every retailer had to build a unique connection for every new shopping app or platform. This created a mess of bespoke integrations. UCP essentially provides a common language for agents, businesses, and payment providers to talk to each other effortlessly.

Native Checkout in AI Mode

Google is adding a “Buy” button directly on surfaces like AI Mode in Search and the Gemini app. Because UCP standardizes the commerce workflow, shoppers can check out from eligible U.S. retailers right as they’re researching, using payment methods and shipping info already saved in Google Wallet. Shopify merchants’ products are also now available for purchase on AI chatbots for checkout, including Chat GPT, Microsoft Copilot, and Gemini.

Retailer Tip: Even with this frictionless flow, the retailer remains the Merchant of Record. You maintain control over your business logic, inventory, and, most importantly, the customer relationship.

Supercharging GMP for Commerce

For advertisers, the “agentic” shift is starting across GMP. The goal is simple: move away from fragmented tactics and toward intelligence-driven systems that make marketing more accountable.

1. Activating Commerce Audiences

DV360 now allows brands to leverage first-party shopper data from Commerce Media Networks (CMNs). This means you can target shoppers based on actual purchase intent rather than just broad demographics.

• Precision Targeting: Access audiences like “Toddler shoppers” or “Laundry detergent buyers” directly within the DV360 UI.
• Unified Reach: These audiences can be activated across 3rd-party exchanges, YouTube, and even Demand Gen campaigns.

2. Measuring What Matters (SKU-Level Insights)

The era of “spray and pray” is over. New measurement betas allow retailers to upload offline and online sales data to track performance at the SKU level.

• Closed-Loop Reporting: Finally, retailers will be able to bridge the gap between a CTV (Connected TV) impression and an actual purchase.
• Incremental Growth: Use real-time visibility to adjust campaigns in the moment rather than waiting for end-of-month reports.

3. Branded “Business Agents”

Retailers can now launch their own Business Agent directly on Search. Think of it as a virtual sales associate that speaks in your brand’s voice.

• Custom Training: Agents will have the ability to be trained on your specific product data and customer insights.
• Direct Offers: While a shopper is chatting with your agent, you can present exclusive Direct Offers to close the sale right when they’re ready to buy.

Strategic Trends to Watch in 2026

To succeed in this new era, your data strategy must evolve as fast as AI. Here are three trends that will define the winners:

Moving from Experimentation to Integration

Innovation in the retail space is exploding rapidly. Retailers went from processing 8.3 trillion tokens on Google’s API in late 2024 to over 90 trillion tokens in 2025. This 11X increase shows that retailers aren’t just thinking about agentic commerce – they are already implementing it.

The most successful brands in 2026 won’t be the ones with the biggest budgets, but the ones with the most unified operational foundations. By connecting your first-party data, media, and commerce through tools like DV360 and protocols like UCP, you ensure your brand is “answer-ready” the moment a consumer’s personal AI goes looking for a recommendation.

To learn more about ensuring your brand is ‘answer-ready’ in this new ecosystem, get in touch with our team of experts.

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