Wayfair partners with Google to boost agentic AI commerce
Wayfair’s newest partnership will step up its online checkout experience — and enable online shoppers to seamlessly make purchases during their Google search.
The online home furnishings giant is partnering with Google on an AI‑powered discovery and payment tool. The two companies have co-developed Google's Universal Commerce Protocol (UCP), an open standard designed to enable more seamless, secure interactions between AI agents and retailers' platforms.
UCP will power a new checkout feature on eligible Google product listings in AI Mode in Google's search tool and the Gemini app. This capability will allow shoppers to check out directly from Wayfair without leaving Google while conducting their research.
"Wayfair is investing in AI‑powered discovery wherever our customers are — whether that is on our own app or across external AI platforms," said Fiona Tan, Wayfair's chief technology officer. "The Universal Commerce Protocol serves as the common language for this new ecosystem. It allows agents to bridge the gap between discovery and checkout, while ensuring we remain the merchant of record to guarantee the quality of the service.”
The partnership is a natural extension for Wayfair as the company continues to invest in technology that makes discovery more intuitive and personalized.
"By working together with other retailers on open standards like UCP, we're helping ensure AI-driven shopping experiences connect customers to trusted retailers and reliable purchase experiences," said Tan.
While agentic commerce is still evolving, it promises a more intuitive, conversational and personalized future for shopping. By being involved in the evolution of these open standards, Wayfair is not only future-proofing its business. The company is also investing in experiences that make it easier for customers to confidently transition from research to making informed and confident purchases.
Boston-based Wayfair generated $11.9 billion in net revenue for the 12 months ended March 31, 2025. Its brands include Wayfair, AllModern, Perigold, Birch Lane, Joss & Main and Wayfair Professional.
