Google launches Universal Cart in the US, with checkout built into Search and the Gemini app
THE SO WHAT
Universal Cart turns Search and Gemini into a native multi-retailer checkout layer—Google is collapsing product discovery and transaction into a single surface while sidestepping EU friction. If you sell online in the US, you now have to treat Google not just as an ad channel but as a marketplace; revisit attribution, pricing, and dependency assumptions accordingly.
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