Google Launches Universal Cart in the US, Enabling Cross-Merchant, Cross-Device Checkout

According to foreign media reports, in October 2026 local time, Google officially launched its Universal Cart feature in the US market, covering two major scenarios: Google Search and the Gemini app. The launch timing is close to the Black Friday and Cyber Monday shopping season, covering shopping demand throughout the year-end Christmas consumption cycle.

The feature is an intelligent shopping hub built by Google, supported by the Universal Commerce Protocol for checkout capabilities. It can consolidate products from different retailers into a single cart for payment, replacing the previous approach where consumers relied on multiple browser tabs and screenshots to save information about items they intended to buy. Items added by users on any device—desktop or mobile—and in any scenario, whether Search or Gemini, are synced and saved in real time. After an interrupted shopping session, users can return and pick up directly where they left off without needing to search and select again.

The feature is underpinned by Google's Shopping Graph, a continuously updated product database of more than 60 billion entries, which helps users collect desired items, follow promotions, and track price and inventory changes for all items in their cart in real time. It also integrates with Google Wallet, which can identify the benefit rules of the bank cards users hold, intelligently recommend payment methods, and display matching promo codes directly on the cart page.

The checkout process offers two paths: users can choose to complete payment in a few steps within the Universal Cart via Google Pay, which currently supports Nike, Sephora, Target, Ulta Beauty, Walmart, Wayfair, and a large number of Shopify-platform merchants. Alternatively, users can choose to jump directly from their item list to the corresponding merchant's own cart and complete the transaction on the merchant's site. Regardless of which checkout path is chosen, order confirmation messages and subsequent customer service are provided directly by the corresponding merchant, and the merchant is the legally responsible party for the sale of the goods.

With the implementation of large-model technology and the growing popularity of AI shopping scenarios, this feature can connect shopping behavior across search and AI scenarios.

This article was first published on the official website of Ebrun.