Gemini’s Universal Commerce Protocol (UCP): 3 Pillars for Visibility
With the arrival of the Universal Commerce Protocol (UCP) on Gemini, your product feeds become an interactive extension of your website and serve as the basis for Gemini to determine whether your products are the most relevant to the query.
Initially available in the US, these features will gradually be rolled out in Europe.
What is UCP?
UCP is a new open-source standard launched by Google. Its objective is simple: to enable AI (Gemini) to understand, recommend, and sell your products directly within a conversation.
The 3 Pillars to Act On to Transform Your Conversion Rate
1. Conversational Attributes
Google Merchant Center now integrates enriched data that allows Gemini to answer complex questions about your products:
- “Will this sofa fit in a 15m² living room?”
- “Which accessories are compatible with this drone model?”
This information, including advanced technical specifications, accessory compatibility, and specific safety instructions, should be added to dedicated attributes in your product feeds. Providing this information allows Google to identify your products at the most relevant moment and remove the final barriers preventing users from making a purchase.
2. The Personalized “Business Agent”
Your brand now has its own virtual assistant, configurable directly through Google Merchant Center. This agent does more than simply list products; it advises and guides users just as an in-store salesperson would.
In Google Merchant Center, you can therefore guide its tone and provide your brand profile with your logos and colors.
3. Native Checkout
The experience is smooth and seamless: users can make a purchase without leaving the Gemini interface via Google Pay. Fewer clicks, fewer redirects, and more conversions.
The Challenge for Brands: Providing Detailed Data
UCP offers massive visibility, but only brands whose feeds are perfectly optimized and ultra-detailed will be highlighted by Gemini’s algorithm.
The challenge for 2026: The quality of your product feed will make it possible to generate sales through Gemini’s UCP
Ready for the Era of Agentic Commerce?
Don’t let your products be invisible in tomorrow’s conversations. To audit your feeds and prepare your integration, contact us.
