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On a limestone shelf, four identical white ceramic cups in a row, and a glass channel on titanium supports pouring water only into the last, on a titanium tray: the one that was chosen.

ServicesOnline shops & B2B catalogues

Your next customer may send their assistant. Lift your catalogue to meet it.

Shopping inside ChatGPT & Gemini

Your next customer may send their assistant. Lift your catalogue to meet it.

AI assistants no longer only recommend products: they compare, fill the cart and, where allowed, pay on the shopper's behalf. OpenAI and Google each have an open protocol for this, ACP and UCP. Buying inside the conversation works today in a few countries, not yet in Greece or most of Europe; but what a product needs to get there, the right data, price and stock, can be prepared now.

Tell us about yours
UCP
On 11 January 2026 Google introduced the Universal Commerce Protocol: an open standard for AI agents to discover, buy and support purchases, with checkout inside AI Mode and Gemini.Google, 11 January 2026
3
countries have UCP-powered checkout on Google today: the United States, Canada and Australia, for select merchants.Google Merchant Center Help
9 fields
are required in OpenAI's product feed for a product to appear in ChatGPT: ID, title, description, URL, brand, seller, image, availability, price.OpenAI Commerce: Products
You
remain the merchant of record under both protocols: the payment, the delivery and the customer are yours, not OpenAI's or Google's.OpenAI Commerce and Google, 11 January 2026

Last updated:

From search to checkout, in one conversation.

Until now a shopper searched, opened ten tabs and bought in one. With an AI assistant they write what they need, see products side by side with prices and reviews, ask, and decide. The next step, already in trials, is the assistant completing the purchase too.

So that every shop does not have to build a connection for every assistant, two open protocols were written. The Agentic Commerce Protocol (ACP), by OpenAI with Stripe, since September 2025, and the Universal Commerce Protocol (UCP), by Google with Shopify, Etsy, Wayfair, Target and Walmart, since January 2026.

Both say the same essential thing: the assistant talks to the shop's systems, but the merchant stays the seller. Payment goes through your own payment provider, the order lands in your own system, the customer is yours.

  • ChatGPT

    Shows products inside the conversation, comparing prices, reviews and features. It takes the details from merchant feeds and from the web.

  • Gemini and AI Mode

    Google's shopping answers, with a buy button on eligible products where UCP works.

  • ACP

    OpenAI and Stripe's protocol: a product feed so ChatGPT finds you, and a specification for buying inside it.

  • UCP

    Google's protocol, open under the Apache 2.0 licence: catalogue, cart, checkout, account linking and orders, over REST, MCP and A2A.

  • Your own checkout

    In March 2026 OpenAI shifted its weight to product discovery and let merchants use their own checkout; buying inside ChatGPT stays with approved partners.

An open drawer of limestone and oak, divided into compartments by thin titanium strips: one object and a blank card in each, and at the centre a glass bowl of water in the sun. The order of a catalogue.

Not in Greece yet. The preparation starts here.

Buying inside Google, through UCP, currently covers the United States, Canada and Australia, for select merchants onboarded through Merchant Center. Buying inside ChatGPT is open only to approved partners, such as Etsy shops and select Shopify stores. Joining OpenAI's product feeds is by application.

Discovery does not wait. Shoppers already ask ChatGPT and AI Mode which product to buy, and the answer comes from whatever data they find about you: Merchant Center, the product page, structured data, reviews. Whoever has the right data when checkout opens in Europe goes in first.

  • Google, UCP

    United States, Canada, Australia. Select merchants, through an interest form and onboarding in Merchant Center. Google has said it will expand further.

  • OpenAI, feeds

    By application, for approved partners. Shopify stores reach ChatGPT through Shopify's catalogue, with no work of their own.

  • OpenAI, buying inside ChatGPT

    For approved partners. Other merchants receive the shopper in their own checkout.

  • Greece and Europe

    Discovery yes, buying inside the assistant not yet. The same data that brings you into recommendations today is what you will need at checkout tomorrow.

The catalogue is the new shop window.

An AI assistant does not see the photograph on your home page. It sees data: title, description, brand, codes, variants, price, stock, shipping cost and time, returns policy. Whatever is missing, the product is left out of the comparison, or goes in wrong.

The window for people stays, and matters more than ever, because that is where the shopper lands when the assistant sends them to your checkout. But beside it you need a window for machines too.

  • Complete product data

    Titles that say what it is, descriptions with the features shoppers ask about, brand, GTIN, variants with their own codes.

  • Price and stock that change at once

    Both protocols want fresh data; OpenAI asks for a full feed a day and changes during the day through its API. An assistant selling something out of stock costs you a customer.

  • Policies as data

    Shipping, returns, terms and privacy policy at stable URLs and in feed fields, not only in a footer text.

  • A checkout that closes fast

    When the assistant sends the shopper to you, the cart should arrive full and payment should take few steps, on a phone too.

  • An API, not only a file

    An XML read once a day is not enough for an assistant asking now. A catalogue API is the same foundation UCP or ACP will need.

  • Reviews and ratings

    Review count and star rating are fields in OpenAI's feed too. Assistants compare on them.

What to do now.

In the order that matters. No step waits for in-assistant checkout to open in your country.

  1. Ask ChatGPT and AI Mode about your own products, as a shopper would, and note what appears and with which details.

  2. Check Merchant Center: disapprovals, missing fields, GTINs, variants, prices and stock matching the shop.

  3. Complete every product's title, description, brand, codes, weight and dimensions, and returns policy.

  4. Put shipping, returns, terms and privacy policy at stable URLs.

  5. Make price and stock update during the day, not once at night.

  6. Count the steps your checkout takes on a phone, from a full cart to payment, and cut the ones you do not need.

  7. If you also sell in the United States, Canada or Australia, check whether your products are eligible for UCP checkout.

We prepare the catalogue. We lift it to the assistants.

We design and build online shops and the systems behind them. For buying through AI assistants, we shape the catalogue so Google, ChatGPT and whoever comes next read it correctly, with price and stock from one source, and a checkout that closes fast when the shopper reaches you.

  • A check in ChatGPT and AI Mode

    What assistants say today about your products and your competitors, and which data is missing.

  • A catalogue for machines

    A feed for Merchant Center and to OpenAI's specification, from the shop's own data.

  • Price and stock through an API

    One source, from the ERP or the shop, with changes reaching every channel during the day.

  • A checkout that closes

    Fewer steps, a fast phone experience, and the cart the assistant built arriving ready.

  • Connecting to UCP or ACP

    When buying inside assistants opens in the countries where you sell, the connection builds on the same data and the same API.

Start with usPart of Online shops & B2B catalogues

The questions we hear most.

Today only if you are an approved OpenAI partner, such as Etsy shops and select Shopify stores. Since March 2026 OpenAI has put its weight on helping shoppers find products inside ChatGPT, and the purchase usually happens in your own checkout.

In the United States, Canada and Australia, for select merchants onboarded to UCP through Merchant Center, yes: a buy button appears and the shopper pays with Google Pay. In Greece, not yet.

Two open protocols for AI assistants to talk to shops' systems. ACP was written by OpenAI and Stripe in 2025, UCP by Google with Shopify and large retailers in 2026. Under both, the merchant stays the seller.

You are. OpenAI states it is not the merchant of record under ACP, and Google that the merchant stays the seller of record under UCP. Payment goes through your payment provider, and the order, shipping and service are yours.

Yes, but not the connection. Prepare the data: complete product details, price and stock updated during the day, policies at stable URLs, a fast checkout. These already bring you into assistants' recommendations, and they are the base for buying when it opens.

For your products to appear in ChatGPT, OpenAI says Shopify stores' data already arrives through Shopify's catalogue. The quality of that data is still yours: titles, descriptions, variants, stock.