Sign in with Google In the new era of agentic commerce, Google powers the revolution that enables shoppers to achieve more than ever before. By streamlining the journey from initial inspiration to final checkout, we help you engage consumers the precise moment they are ready to buy.
The Commerce Four is your blueprint for driving sales in the new era of agentic commerce.
1. Boost product discoverability and accuracy by enriching your product feed with more details and setting up your Brand Profile and Business Agent1 in Merchant Center.
First, your brand and products must be discoverable across Google surfaces. This begins by setting your business up for success in Merchant Center.
Your product feed powers all shopping, organic, and ads experiences across Google surfaces, including new experiences like AI Mode. To maximize impact, enhance your product feed in Merchant Center by adding details like keyword-rich titles and descriptions, shipping speeds, loyalty programs, product ratings, and high-quality product and lifestyle imagery. We’ve also recently announced that merchants globally can take advantage of conversational attributes, enhancing your product descriptions to reflect the conversational way people search today.
However, discoverability is only half of the equation; how your brand is presented matters too. Your Brand Profile shapes your presence on Search, allowing you to visually showcase your unique brand story with images and photos, and key shopper information like promotions and shipping.
For select markets, you can also set up Business Agent in Merchant Center to connect with customers directly in Search. This is a new AI agent that can answer product questions in your brand’s voice, enabling you to optimize your presence in the conversational commerce era and ensuring your brand isn’t just searchable—it’s ready for the future.
2. Maximize Data Strength with Data Manager, Conversions with cart data, and Google tag gateway.
Next, you need to build your data strength to personalize shopper experiences. In the AI era, your growth is only as powerful as the quality of the data fueling it, which is why you must connect the signals that matter most to your business.
Data Manager is where you import those signals. Plus, the Data Manager API lets you do it at scale. Whether you’re doing it with the API or in Google Ads, you can connect things like your website analytics, mobile app data, and cloud data, with a single ingestion point. It’s a one-stop shop, with privacy-enhancing technologies built in by default.
To maximize your signals, upgrade your tag to Google tag gateway with just one click through partners including Akamai, Cloudflare, Fastly, Google Cloud, or Webflow. This improves conversion data accuracy by routing it through your website’s own server, improving bidding, campaign optimization, and ROAS. When you combine Google tag gateway with conversions with cart data, you can gain a detailed understanding of the products sold for each transaction on your website or app. This setup unlocks advanced sales and profit reporting—including average cart size and gross profit—turning your data and infrastructure into better performance.
3. Drive sales with AI Max for Search, PMax, and Demand Gen using flexible budgets and Smart Bidding. Plus, supercharge your Shopping campaigns by turning on AI Max.
Third, adopt and optimize AI-powered campaigns to engage and convert high-value shoppers. Today’s shoppers don’t just search for products, they ask nuanced, detailed questions like, “What are the best high-quality clothes for lounging?” If your ad creatives are static and only triggered by exact product queries, you’re missing shoppers during the discovery phase.
Adopting AI Max can supercharge your Search campaigns with one click. It opens the door to billions of net new searches that your ads weren’t reaching before, by interpreting the intent behind complex queries. We recently announced AI Max for Shopping campaigns, too, to help retailers future-proof their strategy for the next generation of Search.
When you upgrade your Shopping campaigns by turning on AI Max, you can leverage your Merchant Center feed—including details like fabric softness, material durability and fit—to enhance the impact of your campaigns. With a suite of creative enhancements like search term matching, final URL expansion, text customization, and optimal format selection, you can ensure your Shopping ads are always relevant to the shopper’s needs.
With Performance Max, you can access the full power of Google’s channels in a single campaign to maximize your reach. It provides you the same AI-readiness capabilities as AI Max, but maximizes your reach across channels to find your next most valuable shoppers.
Demand Gen campaigns help you influence shoppers and drive sales, utilizing visually immersive formats on YouTube, Shorts, and Discover to reach shoppers when they are open to inspiration. When you connect your product feed with Demand Gen, you transform your best-performing video and image assets into a virtual storefront that serves tailored product recommendations to shoppers based on their unique interests.
To find uncaptured opportunities, use Smart Bidding Exploration to discover and bid on less obvious, high-potential search queries that are often missed. It’s your tool to expand your footprint to new pockets of consumer intent and diverse user profiles that will elevate your overall bidding performance. To convert this fresh demand, your campaigns need the breathing room to perform. Set demand-led, flexible budgets—daily or flighted—to capture relevant demand and maximize conversion potential in real time.
4. Future-proof your agentic infrastructure by evaluating Universal Commerce Protocol2 and using Google Pay for frictionless payment.
Lastly, prepare your infrastructure to turn the vision of agentic commerce into an operational reality.
Agentic commerce collapses the gap between discovery and purchase, but fragmented shopper journeys remain a primary driver of lost opportunities. To help solve this, Google co-developed the Universal Commerce Protocol (UCP) with the industry earlier this year. It’s an open standard co-developed with commerce leaders and connects agents and businesses’ systems effortlessly. It reduces the need for custom integrations and enables real-time capabilities like inventory checks, loyalty status recognition, and frictionless shopping experiences like direct checkout in Search, including AI Mode, and the Gemini app. This is just the beginning. We are launching more capabilities on UCP to enable more shopping experiences. UCP is built for choice and flexibility, allowing you to set up the experiences that make most sense for your business.
Finally, implement Google Pay to simplify checkout today and unlock agentic commerce in the future using your existing infrastructure.
Recap
All of these changes are moving shoppers from just “finding” a product to actively ideating, researching and even taking action for you. You can start applying the Commerce Four today to attract high-confidence shoppers who are informed, confident, and ready to buy.
