Google’s Universal Commerce Protocol capabilities expand to main SERP

UCP-powered checkout has begun appearing in Google Search product listings, allowing logged-in users to transact via a “Buy” button directly from the search engine results page (SERP). Clicking the “Buy” button connects the shopper’s Google Pay account directly to the retailer’s checkout system to complete the purchase without requiring a visit to the retailer’s website.
Universal Commerce Protocol (UCP) is Google’s open standard for agentic commerce. And until now, UCP-powered checkout has only been available through AI Mode and the Gemini App.