Google I/O is going on today and tomorrow and they just announced a vast array of new products and services (Google CEO’s blog). Today’s blog is a quick drill down on payments and specifically what “Buy for me with GPay” means for the payment ecosystem (and agentic commerce).
As discussed in Commercial Models for AI Agents, the network and economics surrounding agentic commerce is far from settled. The lack of a clear commercial model and a robust trust framework has impeded Agentic’s growth as commerce is a multi-sided network. Google’s strategy appears to directly address these deficiencies by deeply integrating GPay as a core component of its agentic offerings. This integration aims to provide the necessary layers of trust, security, and transactional capability that have been missing. It also may provide an additional pricing mechanism for agentic transactions.
As outlined in today’s Stratechery the “lack of payments” were part of the original sin of the internet. A “sin” that Google is fixing in Agentic by creating a complex network that unites search, ML, agent-based action, payments, advertising network, billions of devices, consumer-controlled data for personalization, which will redefine eCommerce (and recapture product search). The price of entry? Merchants need to add the GPay button.
To be clear, merchants will still endeavor to use AI in order to create a better customer experience for those customers that enter their domain. But for consumers, the Google offering will be hard to beat as Google leverages their data and preferences across every device to enable customer interaction through purchase. While Amazon will likely maintain a solid position, most consumers will not start search within a merchant domain. Agentic originated transactions present a new type of demand, fully qualified consumers with a valid payment instrument and transaction request. A transaction type that should operate in a 100% conversion model (ie no abandonment). With GPay, Google provides the consumer authentication and risk data for merchants to decision the transaction.
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