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Google adds "Information Agents" & Universal Cart – new search buying path
Google Search is rolling out Information Agents and a Universal Cart that let users discover, compare and purchase products directly from the SERP. For local shops this creates a new zero‑click buying funnel that can drive sales without a website click, shifting how visibility translates to revenue.
Background: Google Search is the primary discovery engine for local businesses, with Google Business Profiles, organic listings and paid ads driving foot traffic and online orders. Small coffee shops, salons, pet groomers and gyms rely on these signals to appear when nearby users search for services.
What changed: In June 2024 Google announced Information Agents – AI‑driven snippets that surface product details, pricing and reviews – and a Universal Cart that lets users add items to a Google‑hosted checkout. The features enter a limited US/UK pilot in Q3 2024 and will expand globally by Q4 2024, with early adopters reporting up to 15% lift in SERP‑based conversions.
Why it matters: The new agents bypass the traditional click‑through to a website, meaning ad spend can be redirected from costly PPC to the free SERP slot. Visibility now directly translates to sales, and businesses that don’t enable the cart risk losing purchase intent to competitors who do.
Niche breakdown: A coffee shop can list its seasonal beans and enable “Buy” right from a Google search for “best espresso near me,” turning a map click into an instant order. A hair salon can showcase a $30 haircut package with a one‑tap booking button, reducing phone‑call friction. Pet groomers can display grooming bundles with price tags, and fitness studios can sell class passes directly from the search result, increasing same‑day sign‑ups.
What to watch: The rollout starts as a pilot; monitor the “Google Business Profile – Products” section for the new “Enable Universal Cart” toggle. Watch for Google’s rollout email, and track metrics like “Cart Click‑Through Rate” and “SERP Conversion” in GMB Insights. Full rollout is slated for Q4 2024, so act now to be early.
Today, add at least three high‑margin products to your Google Business Profile, enable the Universal Cart toggle, and upload accurate schema (price, availability) so Google can surface them. Then allocate 10% of your local ad budget to boost those product listings while you monitor the new “Cart Click‑Through” metric.
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Source: Semrush Blog · 2026-10-23
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