Dine kunder kan snart shoppe via AI: Shoporama er klar til Googles nye protokol (UCP)

Imagine a customer asking their AI assistant to find and buy your products without ever visiting your online store. Google has launched the Universal Commerce Protocol (UCP), and Shoporama already supports it. Here’s what this means for your store, and how you can get ready with just one click.

What is agentic commerce, and what is UCP?

Agentic commerce means that an AI assistant shops on the customer’s behalf. It finds the product, adds it to the cart, and pays for it without the customer having to click around on a web store.

AI assistants like Gemini and Google AI Mode—that is, Google’s AI chat and AI search responses—are becoming a new place where people shop. Instead of clicking around on an online store, the customer can simply ask their assistant, “Find a good organic coffee and buy it for me.”

For this to work, the assistant and the online store must be able to communicate with each other. That’s exactly what the Universal Commerce Protocol (UCP) does. UCP is an open standard from Google, launched in 2026 and developed in collaboration with a number of major e-commerce platforms such as Shopify, Etsy, and Walmart. It provides AI assistants with a common way to find products, build a shopping cart, and complete purchases directly through the store’s system. It builds on your existing product data—the same product information you already use for your Google Shopping feed.

What does this mean for you as a store owner?

In short: a brand-new channel where your products can be discovered and sold. When a customer shops through an AI assistant, it’s your products, your prices, and your current inventory status that are displayed in real time. You’re still the business behind the sale, you own the customer relationship, and the money goes into your account. The assistant is just a new showcase.

For example, if you sell running shoes, a customer can say, “Find a pair of lightweight running shoes in size 42 for under 800 kroner,” and your products can appear among the assistant’s results, ready for purchase.

It costs you nothing to be ready. You enable it with a single click; there’s no downside, and your store is automatically included as soon as Google launches in Europe. Just as it was an advantage to be an early adopter on Google Shopping, it will be an advantage to be visible when people start shopping through their AI assistant.

When will agent-based shopping come to Denmark?

It’s still early days. UCP is live in the U.S. via Google’s AI platforms, and the rollout to Europe is expected sometime in 2026. That’s why the feature is in beta here. Also note that ChatGPT uses a competing standard from OpenAI, so UCP covers Google’s platforms—namely, Gemini and Google AI Mode. We’re closely monitoring both developments.

The good news is that Shoporama already supports the protocol. You don’t have to wait, and you don’t need a developer. You can enable agentic commerce on your store right now, so you’ll be ready as soon as Google rolls it out in Europe.

Here’s how to get started

You can enable it under “Payment” on the page with your payment gateways. There, you’ll find a field labeled “Agentic Commerce (UCP),” where you can turn it on with a single click. You can turn it off just as easily.

When it comes to payment, there are two options:

1. With Stripe: If you have a Stripe account connected—and Stripe is a payment solution, just like QuickPay, for example—the payment is processed directly while the customer is in the wizard.
2. Without Stripe: The customer receives a secure payment link to complete the purchase. This works as well, but the experience is most seamless with Stripe.

If you’d like to learn more about seamless payments, read our guide to Stripe as a payment gateway.

Here’s what a UCP order looks like in your system

When a customer makes a purchase through an AI assistant, the order appears in Shoporama as a regular order, with the customer’s name, email, and shipping address. You pack, ship, and process it exactly like all your other orders. The customer chooses from your standard shipping methods, and your regular shipping rates apply. Your automatic promotions and sale prices are applied, and if the customer uses a discount code, it can also be redeemed.

Want to dive deeper into the technical details?

UCP is still new, and there’s a lot happening in this area. If you want to understand the protocol and the ideas behind it in more depth, Henrik Bondtofte has written a thorough overview: UCP: Everything About Google’s New Protocol.

Frequently Asked Questions

Do I need to know how to code to use it?

No. You can enable it with a single click in your Shoporama admin panel, and you can disable it just as easily. The system handles the rest.

Do I lose control over my prices and inventory?

No. The assistant always displays your current prices and inventory status in real time—that is, whether an item is in stock or out of stock. The actual inventory count is never shown; only whether the item is available for purchase. If an item is out of stock, it cannot be purchased.

What does the order look like, and what customer information do I receive?

The order appears in Shoporama as a regular order, with the customer’s name, email, and shipping address. You can pack, ship, and provide support just as you would with all your other orders.

How are shipping and delivery handled?

The customer chooses from your standard shipping methods, and your regular shipping rates apply. Shipping is calculated the same way as in your online store’s checkout.

Do my promotions and discount codes apply?

Yes. Your automatic promotions and sale prices are applied. If the customer uses a discount code, it can also be redeemed, just as it would in your online store.

What if the customer wants to return an item or file a complaint?

Since this is a regular order, your standard return policy and right of withdrawal apply. Returns and complaints are handled in Shoporama just like any other purchase, and you have the customer’s contact information.

Who receives the money, and who owns the customer?

You do. You remain the business behind the transaction. The payment goes into your own account, and the customer is yours.

Is this already available in Denmark?

Not fully yet. It’s live in the U.S., and Europe is expected to follow in 2026. You can activate it now so your store is ready as soon as it launches.

Does it also work with ChatGPT?

Not via UCP. ChatGPT uses a competing standard from OpenAI, while UCP covers Google’s platforms—namely, Gemini and Google AI Mode. We’re closely monitoring developments on both fronts.

How much does it cost?

Enabling UCP in Shoporama doesn’t cost extra. If you use Stripe for payments, the same fees apply as for all your other Stripe orders in Shoporama.