Google updates e-commerce protocol, adds cart transfer, AI insights

Halftone shopping collage. Mixed media hand holding shopping basket, cart and bags. Mobile online offer deal, sale and purchase verification receipt vector illustration set — Image credit: Search Engine Journal

Google announced new updates to its Universal Commerce Protocol (UCP) on Tuesday, allowing shoppers to transfer items from Google to merchant websites for purchase and expanding checkout testing capabilities.

The changes aim to give merchants greater control over the final stages of the e-commerce transaction process, addressing previous concerns about transactions occurring solely on Google’s platform, according to company statements.

Merchants utilizing the Merchant Center hub for UCP-powered checkout can now enable a feature that allows consumers to transfer their shopping carts directly to the merchant’s own site to complete a purchase.

This cart transfer functionality and expanded checkout testing features are being gradually introduced in the United States, with rollouts planned for Australia and Canada in early 2025.

Google is also initiating a U.S. beta program for Business Agent on YouTube ads, which will allow viewers to browse products and pose questions without exiting the YouTube platform.

Ashish Gupta, a Google executive, said the updates empower merchants with more control and enhanced analytics.

The AI performance insights report within Merchant Center is now accessible to merchants in Australia, Canada, India, New Zealand, and the United States, providing data on product performance.

Additionally, a new UCP Analytics Reporting dashboard is slated for future integration into the UCP hub. This dashboard will offer detailed insights into the checkout process, including metrics such as average order value and cancellation rates.

Source: Search Engine Journal