Google’s Universal Commerce Protocol (UCP) aims to standardize AI-driven checkout across the shopping journey. But as AI commerce grows, most sales will still happen off-platform, forcing brands and retailers to decide where AI investments actually pay off.

Key Question: How will Google’s UCP affect AI-driven commerce?

Key Stat: AI platforms are starting to drive sales, but little of that spending happens directly on AI platforms. On-platform sales will make up just 1.7% of US retail ecommerce spending in 2029.