Google Unveils the Era of Agentic Commerce at NRF 2026

Google CEO Sundar Pichai revealed a major strategic shift at the 2026 National Retail Federation Big Show, moving the company focus toward agentic commerce. This new era utilizes AI agents capable of navigating the entire shopping journey from initial discovery to final checkout. By introducing the Universal Commerce Protocol, Google aims to standardize how these AI assistants interact with diverse merchant systems across the web.

A Unified Language for AI Shopping

The Universal Commerce Protocol (UCP) is a collaborative effort launched alongside industry giants including Walmart, Target, Shopify, Etsy, and Wayfair. This open-source standard allows retailers to provide personalized offers and loyalty rewards directly within AI interfaces like Google Search and Gemini. Customers can complete purchases via a native checkout button, effectively turning conversational AI into a functional point of sale while keeping the retailer as the merchant of record.

Transforming Customer Service with Gemini Enterprise

Beyond digital storefronts, Google introduced Gemini Enterprise for Customer Experience to unify fragmented retail touchpoints. Partners such as The Home Depot and McDonald's are already utilizing these advanced agents to streamline customer service and support. Kroger is also testing a specialized shopping agent that brings sophisticated AI recommendations directly into the retailer’s own mobile application.

Scaling Last-Mile Logistics

Physical fulfillment is also scaling through Google’s drone delivery subsidiary, Wing, which is significantly deepening its partnership with Walmart. The service is expanding to 150 additional Walmart locations, with a new launch in Houston scheduled for January 15, 2026. This expansion targets the expensive last-mile delivery challenge, aiming to get products to customers in under 20 minutes in cities like Orlando, Tampa, and Charlotte. These announcements mark a definitive shift from keywords to natural conversations and autonomous actions. As retailers adopt these protocols, the barrier between searching for a product and owning it continues to dissolve. Google expects these AI tools to expand the opportunity space for everyone in the retail ecosystem throughout 2026.