Google launches new protocol and intensifies dispute with OpenAI for dominance of ‘agem trade’

The 2026 edition of the NRF (National Retail Federation), the world's largest retail event, was the scene of an announcement that promises to reset the infrastructure of global digital trade. Google, in partnership with Shopify, has officially launched the Universal Commerce Protocol (UCP), inaugurating a new phase in the battle for control of “agentic trade” — a model in which artificial intelligence algorithms make purchase decisions on behalf of consumers.

Movement is a direct response to the Agentic Commerce Protocol, presented months earlier by a consortium formed by OpenAI, Stripe and Shopify. The scenario draws a fierce dispute between tech giants to dominate not only the search, but the entire transactional flow, from discovery to payment.

The Battle for Checkout

According to an analysis by Gilsinei Hansen, Vice President of Business at Zenvia, and Leticia D’Angelo, Zenvia’s Enterprise Customer Director, the goal of Google with the UCP is to extend its current domain. With the implementation of oh mode In searches, the company already leads the discovery stage. The new protocol aims to standardize the integration between searches, virtual assistants and payments, creating a fluid “chat commerce” where the transaction takes place within the interaction with the AI.

On the other hand, OpenAI's strategy focuses on direct integration with marketplaces and checkout systems. The big unknown in the market remains on how players like Amazon, Mercado Livre, Meta and TikTok will react: if they will adopt third-party protocols or will fragment the market with proprietary standards.

Retail impact and inevitable fragmentation

Experts point out that the promise of an “open pattern” rarely guarantees neutrality. The likely scenario for software developers and companies is pragmatic and onerous: the obligation to integrate with multiple protocols to ensure relevance.

For retail, change is structural. Executives from large Brazilian companies present at the NRF, such as Magalu and Ifood, reinforced that technology should serve the customer experience, but warn of a new reality of visibility.

“It is no longer just about positioning in windows or traditional SEO, but about presence in the databases that feed automated decisions. If the algorithm does not ‘read’ the mark, it disappears.” Alert Zenvia executives.

This changes the logic of fidelity. Smaller brands with well-structured data can gain a competitive advantage over giants who do not adapt to the new algorithmic reading protocols.

the human factor

Despite the advancement of automation, the event highlighted the importance of human connection. Ryan Reynolds, founder of the Maximus agency, pointed out in his lecture that “Connection exceeds the budget”. The predominant view is that AI should enhance active listening and personalization, avoiding generic automation that drives the consumer away.

The future of the sector

The dispute between Google and OpenAI will shape the next decade of e-commerce. For the Brazilian market, recognized for its agility in adopting trends, the challenge will be threefold: mastering the technical implications of the new protocols, structuring data to be read by AI agents and, crucially, maintaining focus on building trust and brand purpose.