Google 推出“通用商务协议”,赋能下一代 AI 购物代理
UCP 是 Google 致力于推动代理原生商务的举措,旨在让 AI 助手能够在开放网络上进行购物和结账。
- Infrastructure
- AI Agents
- Digital Commerce
Google 推出“通用商务协议”,赋能下一代 AI 购物代理
2026 年 1 月 15 日
Google 正式向传统电子商务的“链接税”宣战。本周早些时候,在全美零售联合会 (NRF) 大会上,这家搜索巨头宣布发布 通用商务协议 (UCP)。这是一个开源标准,旨在让 AI 代理(如 Gemini 以及未来的其他代理)能够在不离开聊天界面的情况下,处理从发现商品到结账的整个购物生命周期。
该协议是与 Shopify、沃尔玛 (Walmart)、塔吉特 (Target) 和 Etsy 等零售巨头合作开发的,旨在解决长期困扰新兴代理网络 (agentic web) 的“N x N”集成难题。在此之前,构建一个能够购物的 AI 意味着需要为每一个商家构建定制的集成。UCP 提出了一种标准化的语言,供代理与商家后端进行“协商”,涵盖库存检查、动态定价和安全支付。
“在不久的将来,AI 代理将成为我们要购物方式的重要组成部分,” Google CEO Sundar Pichai 在 X 上的帖子中表示。“UCP 支持原生结账,因此您可以直接在 AI 模式和 Gemini 应用上购买商品。”
技术揭秘
从技术上讲,UCP 充当了一个抽象层。它将“购物服务”(结账会话、订单项)与“能力”(运输、忠诚度计划)分离开来。它与 模型上下文协议 (MCP) 和 Google 自家的 代理支付协议 (AP2) 完全兼容,这表明 Google 想要掌握代理商务的基础设施,即使它并不拥有每一个店面。
亚马逊因素
这一举动无疑是对 亚马逊 (Amazon) 的一次公开挑战,后者近来对像 Perplexity 这样抓取其产品数据的 AI 搜索引擎提起的诉讼越来越多。通过创建一个开放标准,让商家选择加入以便被代理抓取和销售,Google 正在建立一个意愿联盟——这本质上是为零售商提供了一种绕过亚马逊“围墙花园”的途径,并通过世界上最流行的 AI 模型直接进行销售。
目前,UCP 正在与美国的特定合作伙伴推出,但其传达的信息很明确:SEO(搜索引擎优化)的时代正在终结;AEO(代理引擎优化)的时代已经开始。
贡献者
Fenwei Bian is a software developer in her thirties who spends her working hours in pull requests and her weekends with her hands in soil or sawdust. Years of open source on GitHub taught her that names are interfaces: a good one is clear, honest about what it does, and kind to whoever has to use it next.
She gardens because it rewards patience and punishes wishful thinking, and she does woodwork because a joint either fits or it doesn't. Both habits show up in how she writes about naming — measure twice, check the source, and don't sand over a rough spot and hope no one notices.
For Namefi she writes about how domain markets actually move, the practical trade-offs of tokenizing and flipping names, and picking a domain you'll still be glad you own in twenty years.
Victor Zhou is a technology founder and standards editor focused on digital identity and trust. He founded Namefi, edits Ethereum Improvement Proposals, and previously led smart-contract architecture work at Google Labs.
His work sits at the intersection of naming, ownership, and the systems people use to establish identity online. That perspective makes him especially interested in the way names move between personal meaning, public recognition, and digital infrastructure.
For Namefi, Victor edits and writes about domains as durable digital identity: how names become ownable onchain assets, how tokenization changes custody and trust, and what naming can learn from the systems people use to establish identity online.