HOW GOOGLE'S UNIVERSAL COMMERCE PROTOCOL CHANGES ECOMMERCE SEO

Summary from the TLDR Marketing newsletter

Product feeds and structured data now determine visibility in Google's AI shopping. AI agents can discover, compare, and complete purchases, so optimization targets being chosen, not ranked. Brands compete in the recommendation layer and need accurate product data. Features like Business Agent, Direct Offers, and in-AI checkout integrate brands into transactions. Linking Search Console to Merchant Center helps teams monitor performance and fix issues. Clear product information lets AI match shopper needs to the right items.