UCP-Powered Checkout Now Appears in Google Search Product Listings
Enable UCP-powered checkout on Google SERP by setting native_commerce in Merchant Center, configuring return/shipping/support, integrating Google Pay API, publishing /.well-known/ucp profile, implementing UCP REST endpoints, validating structured data, and submitting the early access form.
Configure your Google Merchant Center to enable native_commerce, set return policies, shipping and support, integrate Google Pay API, publish /.well-known/ucp profile, implement UCP REST endpoints, validate structured data with Semrush, and submit the early access interest form.
Summary
Universal Commerce Protocol (UCP) checkout has begun showing up in Google Search product listings, letting logged‑in users click a “Buy” button that connects their Google Pay account directly to the retailer’s checkout system. The feature, originally limited to AI Mode and the Gemini App, was launched in January 2026 as a co‑developed open standard with partners such as Shopify, Etsy, Wayfair, Target and Walmart. Wayfair is the first partner whose products now display the button on the main SERP, and the rollout is expected to expand to other merchants.
To participate, merchants must have a Google Merchant Center account with approved products and enable the native_commerce attribute in their product feed. They also need to set return policies, shipping settings and customer support information, create a Google Pay & Wallet Console account with a payment service provider integrated via the Google Pay API, publish a /.well-known/ucp profile, and implement the three core UCP REST endpoints (session creation, updates and completion). Accurate product structured data is required; Semrush’s Site Audit can verify compliance. Finally, merchants must submit the early access interest form to begin testing the new checkout flow.
Key changes
- UCP-powered checkout now appears in Google Search product listings via a "Buy" button
- The button connects shoppers' Google Pay accounts directly to retailer checkout, bypassing the website
- Only Wayfair products currently show the button; rollout will expand to other partners
- Merchants must enable native_commerce attribute in product feed to trigger the button
- Required settings: return policies, shipping, customer support info in Merchant Center
- Need a Google Pay & Wallet Console account with payment provider integrated via Google Pay API
- Must publish /.well-known/ucp profile and implement three REST endpoints: session creation, updates, completion
- Early access interest form must be submitted and structured data validated with Semrush