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What Brands and Retailers Need to Know About Google’s Universal Commerce Protocol
Google and OpenAI Fight to Drive Sales on Their AI Platforms, Consumers Shrug and Head to Retailer Sites
Google’s Universal Commerce Protocol (UCP) aims to standardize AI-driven checkout across the shopping journey. But as AI commerce grows, most sales will still happen off-platform, forcing brands and retailers to decide where AI investments actually pay off.
Key Question: How will Google’s UCP affect AI-driven commerce?
Key Stat: AI platforms are starting to drive sales, but little of that spending happens directly on AI platforms. On-platform sales will make up just 1.7% of US retail ecommerce spending in 2029.
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Nate Elliott
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