# Unveiling the 5Cs of Agentic Commerce, the new framework for the era of ACO

### Category

## Gemini

**Universal Cart is live, and Target is selling through it. Here is what brands need to do now.**  
Google's Universal Cart, the intelligent cross-merchant cart unveiled at I/O in May, has been seen operating in real accounts, and Target has confirmed it is now selling directly through Google's checkout.  
[Read more](/content/insights/universal-cart-is-live-and-target-is-selling-through-it.-here-is-what-brands-need-to-do-now./index.html)

**Apple launches Siri AI: What it means for Agentic Commerce**  
Apple has rebuilt Siri from the ground up. At WWDC 2026 the company unveiled Siri AI, a fully conversational assistant that holds multi-turn conversations, draws on real-time world knowledge, and can take action across the apps and data on your device.  
[Read more](/content/insights/apple-launches-siri-ai-what-it-means-for-ecommerce-brands/index.html)

**Google I/O 2026: What the Agentic Commerce Announcements Mean for Brands**  
At Google I/O 2026 on May 19, Google announced Universal Cart, expanded AI Mode capabilities, and a new Merchant Center attribute schema called Conversational Attributes.  
[Read more](/content/insights/google-i-o-2026-what-the-agentic-commerce-announcements-mean-for-brands/index.html)

**Amazon & Meta Join the UCP Council: Here Is What That Means for Your Brand**  
Five names changed agentic commerce on Friday. Amazon. Meta. Microsoft. Salesforce. Stripe. All five took seats on the Universal Commerce Protocol Technical Council, joining Google, Shopify, Etsy, Target and Wayfair around a single governance table.  
[Read more](/content/insights/amazon-meta-join-the-ucp-council-here-is-what-that-means-for-your-brand/index.html)

**How to optimise for Gemini-powered retailer shopping agents like "Ask Macy’s"**  
Macy’s, the $22bn-a-year retailer, has launched its own on-site shopping agent, Ask Macy’s. Early reports show that revenue per visit is 4.75 times higher among customers who use the assistant compared to those who do not.  
[Read more](/content/insights/optimise-for-gemini-retailer-agents/index.html)

**Gap Adopts UCP: How Brands Can Optimise for Agentic Shopping in Gemini**  
Gap has become the first major fashion retailer to launch Instant Checkout inside Google Gemini.  
[Read more](/content/insights/how-brands-can-optimise-for-agentic-shopping-in-gemini/index.html)

**Google launches personalisation in AI Mode: Why it's another step towards Agentic Commerce**  
The next phase of search is not about accessing more content. It is about understanding you.  
[Read more](/content/insights/personalisation-in-ai-mode-why-google-search-is-moving-closer-to-agentic-commerce/index.html)

**Agentic Commerce Is Here: What the Universal Commerce Protocol Means for Online Sellers**  
Agentic commerce has firmly arrived. What only a year ago felt like a far off reality, maybe even something out of a science fiction novel, is now going live across the world’s largest consumer platform: Google.  
[Read more](/content/insights/agentic-commerce-is-here-what-the-universal-commerce-protocol-means-for-online-sellers/index.html)

**What’s the most popular LLM? What the latest data shows**  
ChatGPT remains the market leader, but its share has fallen from ~87% to ~68% over 12 months as new demand increasingly goes to competitors rather than defaulting to OpenAI.  
[Read more](/content/insights/most-popular-large-language-models/index.html)

**What’s the Best LLM for Shopping? What the Latest Research Shows**  
Large language models are increasingly used to help people shop online. They suggest products, compare options and explain why something might be a good choice. But which model is actually best at this?  
[Read more](/content/insights/what%E2%80%99s-the-best-llm-for-shopping-what-the-latest-research-shows/index.html)

**Google’s New MUVERA Algorithm Improves Search**  
Google’s New MUVERA Algorithm Improves Search  
[Read more](/content/insights/google-s-new-muvera-algorithm-improves-search/index.html)

**Less Traffic, More Sales: Why AI Search Converts Better**  
Websites will continue to lose traffic due to AI search experiences like AI mode and ChatGPT, but the traffic they do receive will be higher converting  
[Read more](/content/insights/less-traffic-more-sales-ai-search/index.html)

**The Impact of Personalized Search in Google AI Mode**  
Learn about personalized search and how Google’s personal context will change SEO and gain insights in to persona optimization.  
[Read more](/content/insights/google-ai-personalized-search-persona-optimization/index.html)

**SynthID: Workarounds and Implications of Googles AI Detection**  
Googles new SynthID digitally watermarks content, including text, images, video, and sound.  
[Read more](/content/insights/synthid-google-ai-detection-mechanism-explained/index.html)

**What Google AI Mode Means for Search Results**  
AI Mode represents the most significant evolution in Google since the introduction of RankBrain, fundamentally changing how users interact with answer engines.  
[Read more](/content/insights/what-google-ai-mode-means-for-search-results/index.html)