Google Launches Universal Cart for Integrated Search and Gemini Checkout
Google integrates multi-retailer shopping carts into Search and Gemini, excluding European markets amid regulatory tensions.
1Universal Cart Functionality
Google launched its Universal Cart in the US, enabling users to aggregate products from various retailers directly within Search and the Gemini app. Powered by the 60 billion listings in Google’s Shopping Graph, the system facilitates payments via Google Pay while merchants like Nike and Walmart remain the official sellers of record.
2Strategic Expansion Roadmap
The rollout follows a May I/O announcement, with the US launch occurring on October 15. Google’s roadmap explicitly targets Canada, Australia, and the UK for future expansion. Notably, the company has provided no timeline or confirmation for an EU launch, reflecting a cautious approach to the region’s complex regulatory environment.
3Technical Protocol Integration
The checkout process utilizes the Universal Commerce Protocol, which was released as an open standard in January. Additionally, the Agent Payments Protocol, launched in September 2025, supports this infrastructure with over 60 partners, including PayPal and Mastercard. This allows agents to execute purchases within predefined user limits during the shopping session.
4Regulatory Hurdles in Europe
The absence of the EU in the rollout is linked to significant legal friction. In July, the European Commission issued an €890 million DMA fine, citing self-preferencing in shopping results. Google was given 60 days to rectify these practices or face daily penalties reaching 5% of Alphabet’s average worldwide daily turnover.
5Legal and Financial Impact
Beyond the Commission’s fines, Google faces mounting pressure from comparison-shopping services. Six entities are currently seeking damages, with claims ranging from Idealo’s €465 million award to Moltiply’s €2.97 billion demand. Furthermore, a Stockholm court ordered Google to pay Klarna’s PriceRunner nearly $2 billion, bringing total EU-related fines to over €9 billion.
6Degraded User Experience Claims
Google’s search chief, Nick Fox, stated in September that compliance measures required by the EU have forced the company to degrade the user experience for Europeans. This defensive stance highlights the conflict between Google’s desire to implement agentic features and the strict requirements imposed by the Digital Markets Act regarding platform neutrality.
7Agentic Feature Restrictions
The exclusion of Europe extends beyond the Universal Cart. Gemini Spark, which was intended to be the primary vehicle for the new payments protocol, is currently available in over 160 countries but remains inaccessible in the EEA, Switzerland, and the UK. Google has not provided a specific reason for this regional restriction.
8Market Implications of Integration
By hosting rival retailers' listings and processing payments internally, Google’s Universal Cart presents a modern iteration of the self-preferencing concerns previously addressed by regulators. As the company expands its agentic commerce capabilities, the tension between seamless user convenience and fair competition remains the central challenge for its global growth strategy.