Google 在美上线 Universal Cart，定位购物撮合方而非零售商
Google Sells Itself As A Commerce ‘Matchmaker,’ Not A Retailer
- 1Google 在美国正式上线 Universal Cart，落地于 Gemini 应用和 Google Search
- 2Google 1 月公布 Universal Commerce Protocol（UCP）购物协议，可对接 AI 智能体并支持 Google 境内原生结账
- 3Google 将购物功能深度嵌入自有服务，消费者可能无需再访问零售商的独立网站
- 4零售商仍负责订单履约等核心电商职能，Google 把自己定位为品牌在推荐中出现的关键伙伴
Google 正把从商品发现到结账的链路收进自家界面，角色从流量入口转向交易撮合方，零售商官网可能不再是购物必经站点。
- 影响：品牌争抢推荐曝光的战场转移到 Gemini 和 Google Search 内部，站外引流逻辑需要重算；官网访客减少会削弱零售商沉淀用户数据和复购运营的空间；订单履约与售后仍在零售商手中，合作责任边界需提前核算。
- 参考：可考虑评估接入 Universal Commerce Protocol 的成本与收益，先算出 Google 渠道的成交占比；值得盘点自有站点对官网流量的依赖程度，预留会员数据和复购运营的对冲方案。
- 依据：Universal Cart 上线与 UCP 协议信息来自 Adweek 对 Google 官方动作的报道，属官方口径转述，暂无独立成交数据。
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As AI agents become more synonymous with product discovery, Google is selling itself as a critical partner for brands to show up in recommendations.
In January, Google announced the Universal Commerce Protocol (UCP) as a global shopping protocol that can work with AI agents and powers native checkout within Google’s properties.
Google is increasingly interweaving commerce features into its services—to the point where consumers may not need to visit retailers’ individual websites. However, retailers are responsible for core ecommerce functions like fulfilling orders. This month, Google officially launched Universal Cart in the U.S. on the Gemini app and in Google Search.
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Mitchell Parton
Mitchell Parton is ADWEEK's senior commerce reporter, covering retail media as well as the rise of agentic and social commerce. Before joining ADWEEK in 2026, he was a reporter at Digiday Media's Modern Retail and before that wrote for several regional publications in Texas.
来源：Adweek · adweek.com