被忽视的谷歌，正在拿下AI电商的命脉

Flywheel飞未跨境02-05

过去两年，行业内围绕AI+电商的讨论几乎都聚焦在OpenAI与ChatGPT上。而掌握着全球约90%默认搜索引擎市场份额的谷歌，却在悄然推进一项更为系统性的变革：全面重构其电商技术栈，为“智能体商业（Agentic Commerce）”时代铺路。这场变革贯穿多个关键环节：产品如何在AI搜索中被理解、排序和呈现、消费者如何在对话中完成支付、零售平台如何与AI系统对接，语音交互如何在苹果设备上落地。...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260205202630a480401e&s=b><strong>Flywheel飞未跨境</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>过去两年，行业内围绕AI+电商的讨论几乎都聚焦在OpenAI与ChatGPT上。而掌握着全球约90%默认搜索引擎市场份额的谷歌，却在悄然推进一项更为系统性的变革：全面重构其电商技术栈，为“智能体商业（Agentic Commerce）”时代铺路。这场变革贯穿多个关键环节：产品如何在AI搜索中被理解、排序和呈现、消费者如何在对话中完成支付、零售平台如何与AI系统对接，语音交互如何在苹果设备上落地。...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260205202630a480401e&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU1244550577.SGD","symbol_name":"FTIF - Franklin Global Multi-Asset Income A (Mdis) 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e-commerce","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"USJW.SI":0.6,"GOOY":0.6,"GOOG":0.9,"GOOGL":1.97,"GOU":0.6,"GOOP":0.6,"GGLS":0.6,"GOOW":0.6,"GGLL":0.6,"GOOX":0.6},"content_text":"过去两年，行业内围绕AI+电商的讨论几乎都聚焦在OpenAI与ChatGPT上。而掌握着全球约90%默认搜索引擎市场份额的谷歌，却在悄然推进一项更为系统性的变革：全面重构其电商技术栈，为“智能体商业（Agentic Commerce）”时代铺路。这场变革贯穿多个关键环节：产品如何在AI搜索中被理解、排序和呈现、消费者如何在对话中完成支付、零售平台如何与AI系统对接，语音交互如何在苹果设备上落地。近期的四个关键动作，清晰勾勒了谷歌的战略布局：拿下语音入口：苹果选择Gemini，为新一代Siri提供核心AI能力；制定标准协议：推出Universal Commerce Protocol（UCP），建立开源标准；打造落地样本：沃尔玛通过UCP将端到端购物体验接入Gemini；引入规模广告：推出“Direct Offers”，在AI搜索中系统化引入广告。这四步棋组合在一起，传递出一个明确信号：谷歌正在成为智能体商业时代的底层架构师，品牌必须在这个新体系中找到自己的位置。苹果选择谷歌，关乎未来购物的入口这一轮AI热潮中，苹果曾长期在场外观望，但其最终决定采用谷歌的Gemini为Siri提供升级支持，这意味着：数亿部iPhone的默认语音助手Siri，其真正的AI能力将来自谷歌。当用户说“帮我找一款…”、“帮我订一下…”时，真正理解并执行这句指令的是Gemini。谷歌同时覆盖Android和iOS两大主流移动生态，影响全球主要的语音交互理解力。苹果在多方评估后最终选择了谷歌，是对其技术能力的强力认可。双方已有的搜索合作关系进一步深化，谷歌多年来为Safari和iOS的默认搜索入口支付巨额费用，而Siri的合作让谷歌在语音发现与语音电商中获得了“前排座位”。随着语音购物和无感消费逐渐普及，掌握语音AI底层能力的一方，将拥有更大的电商话语权。即便OpenAI在文本对话领域声量更高，但谷歌正在驱动着全球最重要的语音交互入口。UCP，智能体商业的通用语言UCP是谷歌推出的开源标准，旨在让AI Agent能以统一、高效的方式与零售平台沟通商品、价格与交易。其核心价值在于：让消费者从“寻找需求”到“完成订单”，无需跨平台、跨系统反复跳转。在UCP框架下，AI Agent可以：发现零售商的商品发起并完成结账处理售后支持与服务对零售商而言，UCP提供了一套“通用语言”，用来传递包括商品目录与属性、价格促销、库存状态、结账流程、支付方式与履约规则等信息。目前，包括Shopify、Etsy、Wayfair、Target、Walmart等在内的多方生态均已接入该协议。同时，UCP还能与AP2（支付）、A2A（Agent-to-Agent）、MCP（模型上下文）等其他代理式协议协同运作，逐步扩展其能力。更直观地看：对消费者而言：“我想找一张耐脏、易清洁的现代风地毯”这样的描述性需求，能够直接转化为多个商家的可购买选项，而无需在不同标签页和网站之间来回切换。对品牌与零售商而言：UCP相当于一套标准数据模版，只要你按标准提供完整的商品信息，你的商品就能够稳定地出现在接入该协议的任何AI场景中。这不只是给搜索结果加一层AI回答，而是从底层标准化了AI agent如何发现、比较商品并最终促成交易。图片来源：Google for Developers沃尔玛合作Gemini，打造未来购物样本在NRF 2026上，沃尔玛与谷歌的联合演示，展示了UCP的首次大规模落地。简单来说：沃尔玛和山姆会员店将完整的购物体验嵌入Gemini，消费者无需离开对话即可完成发现、个性化选择与结账。它向我们演示了未来的购物流程：消费者在Gemini中用自然语言提问：“我要给孩子办生日派对，需要准备什么？”；Gemini在对话中直接推荐沃尔玛、山姆的相关商品；绑定账户后，Gemini可结合消费者过往线上与线下购买记录、当前购物车内容，以及会员权益进行个性化推荐；确认购买后，直接进入沃尔玛本地履约网络，数十万商品可在三小时内送达。在这一流程中，AI负责理解意图与匹配商品，零售商负责履约和客户关系。对品牌而言，这就是未来在谷歌生态中“被看见”的方式，GEO已成为入场券。Direct Offers，AI时代的新型广告位此前，大多数AI推荐都主要依赖自然结果，品牌可控性远低于传统搜索广告。而“Direct Offers”改变了游戏规则，它允许品牌在Gemini等AI对话中，将专属优惠直接嵌入推荐结果。例如，当用户询问“帮我找一款200美元以内的时尚笔记本电脑背包”时，AI不仅会列出符合条件的产品，还可以突出展示带有品牌专属优惠的商品。这为品牌提供了新机会：在高信任度的AI对话界面中，开辟一个独立于传统搜索广告的新付费入口；在AI做决策的关键时刻，通过独家优惠、会员特权等附加价值影响选择；探索例如捆绑销售、会员专享、服务升级等超越价格竞争的差异化策略。谷歌成为首个大规模邀请广告主“付费进入AI推荐”的平台，且这种方式与用户意图高度一致。谷歌成为AI电商的“控制中枢”，品牌应该如何应对？上述变化勾勒出一个清晰的蓝图：谷歌正在主导智能体商业的基础设施层。品牌必须为AI驱动的购物未来做好准备。夯实GEO基础：商品数据必须完整、准确、结构清晰（包括标题、属性、图片、库存和结构化数据），这是AI理解并推荐的基本前提。将促销当做AI决策信号：在UCP与Direct Offers的环境下，Merchant Center中设定的促销信息会直接影响AI的推荐选择。越早开展测试与优化，越早积累优势。重新思考语音与对话渠道：Siri、Gemini等不再只是辅助工具，而进化为了贯穿发现、考虑、转化的全漏斗入口。最后，请重新评估谷歌在AI电商中的角色。市场目光往往会被更炫酷的对话AI吸引，但谷歌正在扎实地构建智能体商业的管道和规则。品牌未必需要孤注一掷押注谷歌，但必须有清晰的计划：当用户的购物旅程始于一句对AI的提问时，你的产品是否会进入它的“选择清单”。注：本文基于Flywheel飞未数据库的数据分析得出，报告中提到的品牌和产品案例，旨在展示市场趋势，不代表对具体品牌的推荐或背书。如需咨询相关服务，请点击阅读原文，或发送邮件至mkt@flywheeldigital.com文章撰写/小柿子编辑排版/靖雯朵莉亚","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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