Google Launches AI-Powered Agent Shopping Model in Australia, Multiple Local E-commerce Platforms Integrated

[Ebrun Original] On June 28, Google officially launched its Universal Commerce Protocol (UCP) in Australia, marking a new phase in the implementation of its agent-based business model. Through this protocol, consumers can complete the purchase of individual items directly within Google Search, AI Mode, and the Gemini app, achieving a complete closed loop from search to transaction without needing to redirect to retailer websites. Australia has thus become the first market in the Asia-Pacific region to roll out this protocol.

Kogan Group and THE ICONIC are the first retailers participating in testing this feature. Other participants in the pilot include Adore Beauty, Bunnings, and Petbarn. This launch was officially announced at the Google Marketing Live event held in Sydney, where over 800 advertisers, marketers, and industry representatives witnessed the debut of this feature at the Hordern Pavilion venue.

Commenting on the collaboration, Karl Winther, Chief Marketing Officer of Kogan, stated that Google's AI Mode shopping feature enables consumers to complete the entire process from product research to decision-making and purchase within a single conversation. The company is pleased to partner with Google to bring this capability to platforms that consumers are already familiar with and using.

Mel Silva, Managing Director of Google Australia and New Zealand, cited Google's local research data, pointing out that Australian consumers trust Google as an AI shopping agent platform more than any other platform.

Furthermore, this launch coincides with Google's announcement that AI Max for Search is now fully available for use in Australia and New Zealand. This tool can automatically generate and optimize ad copy based on users' natural language search queries, to better align with the implementation of UCP.

Looking back at Google's progress in 'agent-based shopping,' in fact, just one month before UCP's launch in Australia, Google released the Universal Cart based on this protocol.

This tool can operate across different retailers and various Google services. Whether consumers are browsing products in Google Search, conversing with Gemini, watching YouTube videos, or checking Gmail, they can add items directly to their cart. Once an item is added to the cart, the system immediately begins running in the background, automatically searching for deals and price drops, analyzing product price history, and proactively sending reminders when items are restocked.

It is reported that this 'Universal Cart' is powered by the Gemini model, which possesses intelligent reasoning capabilities, can predict potential shopping needs, and proactively offer assistance before issues arise. As the tool is built on Google Wallet, it can also identify user payment method offers, membership points, and merchant promotions, recommending more cost-effective payment options accordingly, helping users discover discounts or reward points they might otherwise have overlooked, without the need to manually query and remember each one.

Leveraging the aforementioned technological support, Google also plans to expand the UCP-based smart checkout experience to Canada and Australia in the coming months, followed by the UK. Simultaneously, UCP will also be integrated into YouTube in the US and will gradually cover more industry scenarios, with the first batch including services such as hotel bookings and local food delivery.

Ebrun will continue to track and report on this development. To learn more information related to this article, please scan the QR code to follow the author's WeChat.