Reference
Retailers
In short
5 retailers are profiled here, each with the matrix cells that describe it, the facts behind them and a source and read date for every claim. Together they hold 2 live cells, 0 pilot and 5 announced as of 4 Nov 2026. Live cells sit on Target, Etsy. Open a profile for the status of each of the 12 protocols.
Retailers in the matrix
| Name | Operator | What it is | Stated cells |
|---|---|---|---|
| Walmart | Walmart Inc. | Retailer that sold via ChatGPT Instant Checkout, built a UCP experience in Gemini, runs the Sparky assistant, and in Oct 2026 announced Agent Profiles, an MCP Agent Gateway beta and terms for AI agents. | 0 live, 0 pilot, 1 announced |
| Target | Target Corporation | UCP co-developer with checkout in Google AI Mode and Gemini, an early Copilot Checkout loyalty partner, and a Target app in ChatGPT where purchases run in the Target account. | 1 live, 0 pilot, 0 announced |
| Etsy | Etsy, Inc. | Marketplace that was an early ChatGPT Instant Checkout seller and sells some listings via guest checkout in ChatGPT, Gemini, Google AI Mode and Copilot to US shoppers. | 1 live, 0 pilot, 3 announced |
| Wayfair | Wayfair Inc. | UCP co-developer and Tech Council member; announced UCP checkout from Google AI Mode and Gemini with Wayfair as merchant of record. | 0 live, 0 pilot, 1 announced |
| Amazon | Amazon.com, Inc. | Runs its own shopping agents (Alexa for Shopping, Buy for Me) while its robots.txt disallows third-party agent user agents such as ChatGPT-User and GoogleAgent-Shopping; joined the UCP Tech Council in Apr 2026. | 0 live, 0 pilot, 0 announced |
See also the full matrix and the head-to-heads.
Sources
- corporate.walmart.com, read 4 Nov 2026
- corporate.walmart.com/news/2025/10/14/walmart-partners-with-openai-to-create-ai-first-shopping-experiences, read 4 Nov 2026
- corporate.target.com, read 4 Nov 2026
- corporate.target.com/press/fact-sheet/2026/01/google-gemini-2026, read 4 Nov 2026
- etsy.com, read 4 Nov 2026
- help.etsy.com/hc/en-us/articles/34208252828695-Purchasing-Etsy-Items-Through-ChatGPT, read 4 Nov 2026
- aboutwayfair.com, read 4 Nov 2026
- aboutwayfair.com/category/tech-innovation/wayfair-partners-with-google-to-make-it-easier-to-shop-for-your-home, read 4 Nov 2026
- aboutamazon.com, read 4 Nov 2026
- amazon.com/robots.txt, read 4 Nov 2026
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