Google, Shopify, retailers push new AI shopping standard at NRF 2026

Google, Shopify, retailers push new AI shopping standard at NRF 2026

https://www.axios.com/2026/01/11/google-shopify-ai-shopping-standard-nrf-2026

Publish Date: 2026-01-11 10:00:00

Source Domain: www.axios.com

• Salesforce data indicates AI and agents were instrumental in driving approximately 20% of retail sales during the recent holiday season, underscoring consumers’ increasing need for information and reassurance before finalizing purchases.

• This trend was highlighted during an announcement by Google at the National Retail Federation’s annual conference in New York, focusing on the Universal Commerce Protocol (UCP), co-developed with major industry leaders.

• The Universal Commerce Protocol (UCP), supported by more than 20 retailers, platforms, and payment firms like Home Depot, Best Buy, Macy’s, Mastercard, and Visa, aims to facilitate smoother transitions from “I’m interested” to “I’ve bought it,” eliminating the need to switch between various apps, websites, or checkout systems.

• UCP is set to power shopping capabilities within AI Mode in Google Search and the Gemini app, allowing seamless purchasing without disrupting the conversation.

• This initiative is part of a broader shift towards agentic commerce, where AI assists in the entire purchasing process, including checkout, a phase deemed especially challenging due to varying store policies on payments, returns, loyalty points, and delivery.

• Retailers assert that checkout issues, contributing to cart abandonment, cost them billions, emphasizing the need for smoother purchasing processes to reduce lost revenue.

• Despite advancements in AI, consumer adoption remains low; only 17% of shoppers feel comfortable allowing AI to complete purchases, according to a ChannelEngine study, despite widespread use of AI for product research.

• The broader conclusion drawn is that while AI is becoming a powerful shopping assistant, converting it into a trusted buyer will require time, clearer standards, and more seamless checkout experiences.