Google has unveiled a new technological standard designed to revolutionize online shopping habits. Called the Universal Commerce Protocol, this system allows users to complete purchases directly through a conversational AI interface, bypassing traditional e-commerce websites. Several major international retailers, including Carrefour, have already announced their participation.
A common language for buying without an interface
The principle is based on an open protocol that connects merchants with compatible AI assistants. Product searches, adding items to the cart, payment, and order tracking can all be managed within a single conversation. For retailers, the benefit is twofold: simplified technical integration and continued control over pricing, inventory, and customer relationships. Major players in the payment and e-commerce sectors have joined the initiative, signaling a strategic shift in the industry.
Carrefour is positioning itself as one of the first European groups to invest in this model. Eventually, its customers will be able to shop directly through Google's tools, without switching apps. This development heralds the rise of "clickless shopping," where AI becomes a central intermediary. However, it raises questions about competition, the visibility of smaller players, and the use of personal data—all topics likely to become prominent in the public debate as the rollout progresses.
