Lengow now supports Google AI Commerce

Google has spent 2026 rebuilding shopping around AI in two moves, six months apart. In January, at NRF’s Big Show, it introduced the Universal Commerce Protocol (UCP), an open standard that lets AI Mode and the Gemini app complete a purchase without sending the shopper to a retailer’s website. In May, at Google Marketing Live, it turned that protocol into something shoppers can actually use: Universal Cart, live in beta with retailers including Nike, Sephora, Target, Walmart, and Wayfair. The rollout is US-first for now, with Canada and Australia next and the UK after that; Google hasn’t published a timeline for continental Europe.

AI Mode passed one billion monthly active users in May 2026, according to Google’s own I/O 2026 announcement,  a year after launch, with query volume more than doubling every quarter since. For merchants, that’s a new audience discovering products through natural, AI-powered conversations rather than a traditional search results page, and increasingly completing the purchase without ever landing on your site.

Lengow’s integration covers both sides of Google’s AI Commerce rollout.

Discoverability attributes, live today, help Google’s AI better understand and recommend your products in intent-driven, conversational experiences like the Gemini app and AI Mode in Search. Google now recognises six of these attributes: question_and_answer, related_product, document_link, item_group_title, variant_option, and popularity_rank. They’re optional, but they give Gemini the context it needs to reason about a product instead of just matching keywords to it.

Google Native Checkout, currently in early access, lets shoppers buy your products directly inside Google AI surfaces, without leaving Google to complete the purchase. Built on UCP, it keeps you as Merchant of Record throughout: you handle fulfilment, payments stay yours to configure, and the customer relationship stays with you.

Lengow customers can activate the discoverability attributes today with minimal effort. All six are already native to Lengow’s Google feed structures, available for both Google API and URL feeds. Map them inside your existing feed configuration in NetAmplify and there’s nothing new to install, and nothing to wait on Google to approve.

Google Native Checkout takes a few more steps, since Google currently limits it to selected merchants:

1. Prepare your Merchant Center account according to Google’s requirements.
2. Submit your request through the UCP Integration Interest Form and complete the required technical implementation. Google must approve your request before you can go live.
3. Once approved, set up your Google UCP feed in Lengow and indicate which products are eligible for native checkout, following our help center guide.
4. Go live, with your products visible and purchasable directly inside Google AI experiences.

This launch reinforces Lengow’s commitment to helping merchants succeed across every relevant sales channel. Just as we’ve enabled brands and retailers to excel on marketplaces or any advertising channel, and as we did earlier this year with AI agents (Perplexity, ChatGPT, etc.), we’re now bringing that same expertise to Google’s AI-powered surfaces.

The rise of AI-driven shopping represents a fundamental shift in how consumers discover and buy products. Merchants who establish their presence on these surfaces now, both in discovery and at checkout, will benefit from first-mover advantages as the channel matures.