에이전틱 커머스(Agentic Commerce)의 새벽: Google의 새로운 프로토콜이 AI 쇼핑을 통합하다
In a decisive move to bridge the gap between AI discovery and transaction, Google has officially unveiled the Universal Commerce Protocol (UCP) this week. This open standard represents a fundamental shift in the digital economy, transitioning from the era of "search and click" to "agentic commerce"—where AI agents not only find products but execute purchases on behalf of users.
Launched alongside strategic partnerships with retail giants Target and Walmart, the protocol is set to transform Google’s Gemini and the newly enhanced "AI Mode" in Search into fully functional storefronts. By standardizing how AI agents communicate with retail backends, Google is effectively dismantling the walled gardens of e-commerce, allowing for a frictionless path from a user's intent to a confirmed order without ever leaving the chat interface.
에이전틱 시대를 위한 새로운 표준
범용 커머스 프로토콜(Universal Commerce Protocol, UCP)은 AI 에이전트들이 재고 데이터 해석, 실시간 가격 처리, 그리고 다양한 플랫폼에 걸친 안전한 거래 실행을 가능하게 하는 공통 언어 역할을 한다. 소매업체마다 맞춤 개발을 필요로 하는 독점 API 통합과 달리, UCP는 모델 컨텍스트 프로토콜(Model Context Protocol, MCP) 및 에이전트 결제 프로토콜(Agent Payments Protocol, AP2)과 같은 기존 업계 표준과 호환되는 통합 프레임워크를 제공한다.
Vidhya Srinivasan, VP and GM of Ads and Commerce at Google, described the protocol as the missing link in the AI ecosystem. "UCP sits between agentic experiences with consumer services on one hand and the business back-end on the other," Srinivasan explained during the announcement. "It ensures that commerce actions like cart building, identity linking, and checkout are standardized and secure."
This development addresses a critical friction point in generative AI: while models have excelled at recommending products, the actual purchasing process remained disjointed, often forcing users to click out to third-party websites where context was lost. UCP eliminates this drop-off by embedding the checkout process directly into the conversation.
소매 거인들의 협력
The launch is bolstered by the immediate adoption of the protocol by some of the world's largest retailers. Target and Walmart have joined as co-developers, ensuring the standard meets the complex logistical needs of enterprise-scale retail.
Target의 통합
Target는 UCP를 활용해 "Target Gift Finder"와 선별된 상품 라인을 Gemini로 직접 가져오고 있다. Prat Vemana, Executive Vice President at Target, highlighted the shift toward intuitive commerce: "Universal Commerce Protocol will help us bring Target's curation and value into AI Mode and the Gemini app, making it easier for consumers to discover and purchase on-trend products with an experience that feels natural."
Walmart의 접근 방식
Walmart와 Sam's Club은 Google의 AI 내에서 온라인과 오프라인 재고 데이터를 병합하기 위해 이 프로토콜을 사용하고 있다. 이를 통해 Gemini는 관련성 높은 제품 추천뿐만 아니라 즉시 배송 또는 픽업이 가능한 상품을 제공할 수 있다. 통합은 "일주일치 글루텐 프리 저녁 식재료를 $100 이하로 찾아줘"와 같은 복잡한 쿼리도 지원하며, 에이전트가 즉시 구매 가능한 카트를 구성할 수 있다.
기술 아키텍처 및 상호운용성
핵심적으로 UCP는 특정 클라우드 제공자나 AI 모델을 선호하지 않는 중립적(agnostic) 설계로 만들어졌다. 이는 발굴(Discovery), 신원(Identity), 거래(Transaction)의 세 가지 주요 기둥을 처리하는 모듈식 설계를 활용한다.
- Discovery: 에이전트는 실시간 재고 수준과 직접 제안(Direct Offers) — 구매 의도가 높은 사용자에게 소매업체가 독점적이고 시간 제한이 있는 할인을 제시할 수 있게 해주는 새로운 기능 — 을 질의할 수 있다.
- Identity: 프로토콜은 안전한 신원 연동을 지원하여 사용자가 AI 인터페이스 내에서 Target Circle이나 Walmart+와 같은 로열티 혜택에 접근할 수 있게 한다.
- Transaction: 에이전트 결제 프로토콜(Agent Payments Protocol, AP2)과 통합함으로써 UCP는 Google Pay 및 곧 PayPal을 통한 안전한 결제를 촉진하여 민감한 금융 데이터를 은행급 보안으로 처리한다.
The following table illustrates the operational shift from traditional e-commerce APIs to the new Agentic Commerce model enabled by UCP:
Comparison: Traditional E-Commerce vs. Agentic Commerce (UCP)
| Feature | Traditional E-Commerce API | Agentic Commerce (UCP) |
|---|---|---|
| User Interaction | Keyword Search & Static Filters | Natural Language & Intent Parsing |
| Purchase Flow | Redirect to Retailer Site (Context Switch) | Native In-Stream Checkout (Zero-Click) |
| Data Exchange | Fragmented, Custom API per Retailer | Standardized, Open Protocol |
| Context Awareness | Session-based, Limited Memory | Persistent, Multi-turn Context |
| Merchandising | Static Display Ads | Dynamic "Direct Offers" based on Conversation |
업계에 대한 영향과 향후 전망
The introduction of UCP signals the maturity of "Agentic AI"—systems capable of taking action rather than just retrieving information. For the wider retail industry, this presents both an opportunity and a challenge. The protocol creates a level playing field where smaller merchants, effectively utilizing platforms like Shopify (another launch partner), can appear alongside giants like Best Buy and Home Depot in AI-generated responses.
However, it also raises questions about brand visibility. In an interface where an AI agent curates options, the "digital shelf" becomes significantly smaller. To counter this, Google introduced "Direct Offers," giving merchants a mechanism to signal value directly to the agent.
Sundar Pichai, CEO of Google and Alphabet, emphasized that this is just the beginning. "Agentic commerce is evolving from a concept to reality," Pichai noted. "We are building a future where the opportunity space expands for everyone—one where customers can use products they love as part of a seamless shopping experience."
As UCP rolls out to more partners and expands globally later this year, the definition of "shopping" is set to change. The days of browsing endless catalog pages may be numbered, replaced by a concise conversation with an agent that knows exactly what you need—and how to buy it for you.
