{"id":236007,"date":"2026-02-19T13:52:37","date_gmt":"2026-02-19T12:52:37","guid":{"rendered":"https:\/\/ipmark.com\/?p=236007"},"modified":"2026-02-19T16:55:18","modified_gmt":"2026-02-19T15:55:18","slug":"carrefour-adopta-el-protocolo-de-comercio-universal-ucp-de-google","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=236007","title":{"rendered":"Carrefour adopta el protocolo de comercio universal (UCP) de Google"},"content":{"rendered":"<p><strong>Carrefour se ha convertido en una de las primeras marcas de distribuci\u00f3n de Gran Consumo en adoptar el protocolo de comercio universal (UCP) de Google, con el objetivo de que a medio plazo los usuarios puedan realizar la compra de alimentaci\u00f3n directamente a trav\u00e9s de agentes de IA como Gemini, simplificando as\u00ed el proceso desde la b\u00fasqueda de productos hasta el pago.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan ha informado el grupo durante la presentaci\u00f3n de su nueva estrategia para los pr\u00f3ximos cuatro a\u00f1os, el mismo \u201cse ha convertido en el primer retailer de alimentaci\u00f3n en Europa\u201d en unirse a dicho protocolo.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La iniciativa se apoya en la integraci\u00f3n del UCP en los entornos de Google, lo que permite habilitar un bot\u00f3n de tramitaci\u00f3n de compra en fichas de producto aptas tanto en el Modo IA de la B\u00fasqueda de Google como en Gemini. De este modo, el usuario puede avanzar en la compra desde interfaces basadas en asistencia conversacional, sin tener que completar manualmente cada paso del recorrido.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan explica Google en un art\u00edculo sobre UCP en su web, Carrefour seguir\u00e1 siendo el vendedor registrado de la transacci\u00f3n y podr\u00e1 ajustar la integraci\u00f3n para mantener sus requisitos espec\u00edficos de checkout, incluidos los flujos y condiciones propios de su operativa. Para el pago, los clientes podr\u00e1n tramitar compras con Google Pay utilizando los m\u00e9todos de pago y los datos de env\u00edo ya guardados en Google Wallet.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El proceso se mantiene dentro del flujo seguro de Google Pay, lo que elimina pasos adicionales y puede contribuir a reducir el abandono del carrito y a reforzar la confianza.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La adopci\u00f3n del protocolo tambi\u00e9n se vincula con la funcionalidad de &#8216;comprar ahora con agente&#8217;, mediante la cual el agente de Google adquiere art\u00edculos en nombre del cliente directamente en la web del comercio, siguiendo sus instrucciones.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Hacia el comercio con agentes de IA<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Este protocolo es un nuevo est\u00e1ndar abierto para el comercio basado en agentes que busca que agentes y sistemas trabajen de forma interoperable a lo largo de todo el recorrido de compra, desde el descubrimiento y la compra hasta la asistencia post compra.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Establece un lenguaje com\u00fan para que agentes y sistemas operen conjuntamente en plataformas de consumidores, empresas y proveedores de pagos, y es compatible con protocolos del sector como Agent2Agent (A2A), Agent Payments Protocol (AP2) y Model Context Protocol (MCP).<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La marca de hipermercados es la primera cadena europea en adoptar el protocolo que permitir\u00e1 a los usuarios comprar productos de Carrefour en los agentes de Gemini y Modo IA. <\/p>\n","protected":false},"author":29,"featured_media":236011,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[598,50],"class_list":["post-236007","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marcas","tag-experiencia-de-cliente","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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