Microsoft Adds UCP Feed Support to Copilot

Microsoft has added support for the Universal Commerce Protocol, a shared product data standard co-developed by Google and Shopify, to its Copilot AI assistant. The update is now live in the U.S. through Microsoft Merchant Center.

Microsoft detailed the update alongside three other commerce changes that collectively position Copilot as a transactional shopping surface: Shopify Catalog integration for real-time product syncing, mobile Copilot Checkout with loyalty programs, and Brand Agent expansion to WooCommerce.

The UCP standard was co-developed by Google and Shopify and is backed by Walmart, Target, Etsy, Wayfair, and more than 20 other retailers. By adopting UCP, Microsoft allows merchants who have already structured their product data for the protocol to surface in Copilot without building a separate integration.

Product Data and Catalog Access

UCP feeds provide structured, machine-readable product data that Copilot can process for shopping queries, including pricing, availability, and product specifications. According to the company, the UCP feeds support affects how merchants’ product catalogs are surfaced in Microsoft Copilot.

Alongside the protocol support, Microsoft is integrating Shopify Catalog directly into Copilot through its commerce API. The integration syncs product catalogs in real-time, pulling current pricing, inventory, and product attributes from Shopify without requiring merchants to build custom feeds. Shopify's VP of Product described Shopify Catalog as "commerce infrastructure perfectly built for this moment."

The two data pipelines serve different merchant segments. UCP feeds are available to any merchant through Microsoft Merchant Center. The Shopify Catalog integration targets Shopify's merchant base specifically, giving them automatic access to Copilot without additional setup.

Copilot Checkout Expands to Mobile with Loyalty Programs

Microsoft has also expanded Copilot Checkout to mobile apps. The company first introduced checkout on desktop earlier this year at NRF. The mobile rollout now includes access to more than 500,000 merchants in the U.S., according to Microsoft. It also introduces loyalty program support within the checkout flow.

Target is one of the first partners. Microsoft says Target Circle members can access their benefits directly during checkout inside Copilot. According to the company, merchants retain merchant-of-record status for all transactions. This means the sale still happens under the retailer’s control, even though the interaction starts within Copilot.

Brand Agents Extend to WooCommerce

Microsoft’s Brand Agents, which are conversational assistants that merchants can embed on their own websites, now support WooCommerce in addition to Shopify.

The company says the update includes access to brand and policy materials and adds reporting features. This allows merchants to manage how their products and policies are presented during conversations with shoppers.

AI Shopping Competition Continues to Grow

Microsoft, Google, and OpenAI are each building AI shopping surfaces with different distribution strategies. Google has added agentic shopping tools to AI Mode. OpenAI has partnered with Shopify, allowing users to complete purchases on retailers' sites.

Microsoft's approach uses Copilot's presence across Windows, Edge, and Bing alongside the Shopify Catalog integration for immediate merchant catalog access. The transaction and discovery layers are where the three companies diverge. The race is about which AI surface becomes the default entry point for product search and purchase.