Tag Archives: UCP

Strategic Innovation Era: Part 1 – Agentic Commerce

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The opposite of Web3, the biggest companies are investing in AI and DLT to redesign the value chain. This one is long.. 12 pages. This is not a repackaging of prior blogs, today I break down how I see Banks, Retailers and Google collaboratively investing to make agentic work. It won’t be a hockey stick, but it will fundementally redesign the value chain. An extinction-level event for those who don’t invest. My main focus is on Google’s unique capability to manage MANY AGENTS and how that orchestration happens from an economic perspective. My predicted winners: Google, First-Mover Retailers like Walmart, Card Networks, and new intermediaries that can build specialized agents.

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UCP Enables a New Economy

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Yesterday, Google’s CEO unveiled Universal Commerce Protocol (UCP) at NRF.  UCP represents a defining moment in the architecture of digital commerce; the strategic imperative is no longer merely about organizing the world’s information but about organizing the world’s commercial intent and empowering merchants to leverage their own data to construct superior customer experiences.  This shift is not incremental; it is a fundamental re-platforming of the digital economy, where Google is uniquely positioned to serve as the orchestrator within a “virtuous cycle” of interaction among retailers, consumers, and intelligent agents. 

“For many people, discovery is the fun part of shopping. Making a decision is where things get harder. As an indecisive shopper myself, I’m looking forward to the day when agents can help me get from discovery to purchase.

At Google, we’re busy laying the groundwork for this agentic ecosystem to work well. That includes building a common language for these systems and services to talk to each other.

As a next step we are introducing the Universal Commerce Protocol (UCP), designed for the era of agentic commerce. It was built to meet the needs of retailers AND customers, keeping the full customer relationship front and center — from the moments of discovery to decision and beyond”. – Sundar Pichai NRF – Jan 11 2026

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