Google rolls out UCP update for merchant cart transfers

Google is rolling out a new update to its Merchant Center Universal Commerce Protocol (UCP) hub, introducing cart transfer and expanded checkout testing features. This update allows merchants to enable a path where shoppers can move items selected on Google directly to the merchant’s own website to complete their purchase.

By supporting the Cart API through the UCP hub, retailers can preserve the final customer touchpoint on their own sites, addressing concerns regarding the loss of direct customer relationships during transactions. The integration process features a streamlined validation path that does not require a full product feed setup, product warnings, or customer support details, reducing friction for smaller or less technical teams. Google has also provided a sandbox environment for merchants to test cart and checkout requests before live deployment.

The rollout is currently live in the United States, with Australia and Canada expected to follow early next year.