Google Search panels now offer Buy now through Universal Cart

Google describes Universal Cart as an “intelligent shopping cart”. Payment runs through Google Pay on the Universal Commerce Protocol (UCP); the cart applies any promo codes on offer, alerts the shopper when a saved item’s price moves and holds products from several shops in one list, Search Engine Roundtable reported at launch. Google named Nike, Sephora, Target, Ulta Beauty, Walmart, Wayfair and many Shopify merchants. Google has not said how many merchants take part or what share of users can see the cart, and the cart is still missing from YouTube and Gmail, two places Google named in May.

PPC Land spells out the cost to a retailer: when the shopper never loads its site, the shop loses the moment where it logs the sale, offers related products and drops its cookies. Google’s documentation does not yet say how its ad reports credit a purchase made on Google’s own page after someone clicked an ad.

In video, our shoppable video guide notes that the product panel under a YouTube ad is built from a Google product feed of at least four products (read 21 October 2026).

A shopper who taps Buy now pays inside Google without loading the retailer’s page, so for those sales the price, stock and promo lines in Google’s panel are all the shop gets to show before the money changes hands.