AI news ·
Google launches Universal Cart across Search and Gemini
Google launched a US feature letting shoppers add items from different stores into one cart on Search and Gemini, with retailers remaining the seller of record.
Google has begun a US rollout of Universal Cart, a feature that lets shoppers collect products from different retailers while using Search and Gemini. Users can monitor prices and complete purchases directly within Google services. The merchants themselves remain the seller of record for all transactions.
Because the merchant stays the seller of record, catalog quality and support handoffs become strategically important. Attribution also gains weight, as the purchase path runs through Google’s surfaces rather than originating solely on a retailer’s own site. Teams in marketing, sales, operations, and customer support will need to account for these handoffs in their workflows.
The change touches multiple functions. Product development and creatives may need to adjust how product information appears across channels. Finance and real estate professionals tracking retail performance will encounter a new purchase environment. Hospitality, events, and general AI news observers should note the integration of commerce into a conversational AI surface like Gemini.