Agentic Commerce

Agentic Commerce is an extension for Shopware that you can install via Extensions > My Extensions.

The extension currently provides the following components:

Universal Commerce Protocol (UCP) – enables AI commerce agents to automatically discover your shop and interact with it through a standardized interface.
Product Feed Sales Channel – provides product data to external systems and AI agents through a dedicated sales channel.

Note: This feature is currently in beta status. The range of functions is still limited in this version and may be expanded in future updates. Its behaviour and scope may still change.

We look forward to your feedback, which will enable us to continue developing the function in a targeted manner.

UCP (Universal Commerce Protocol)

Under Settings > Commerce > UCP, you can manage the sales channels that should be made available to AI commerce agents through the Universal Commerce Protocol (UCP).

UCP enables compatible AI agents to automatically discover your shop and access selected features and product data through a standardized interface. You decide which sales channels are available to agents.

Sales Channel Overview

At the top of the page, you will find an overview of the current UCP configuration. It displays the Shopware version in use as well as the number of available, active, and inactive sales channels.

Active Sales Channels

This section lists all sales channels that are currently enabled for UCP. Only these sales channels are published in the public UCP profile and can be used by compatible AI agents.

For each active sales channel, additional information is displayed, including the number of enabled UCP capabilities and the available transports.

Select Configure UCP to open the settings of the respective sales channel and define which capabilities and transports are available to agents.

Select Configure Sales Channel to open the general settings of the selected sales channel directly.

Inactive Sales Channels

This section lists all sales channels that are currently not published via UCP. They remain invisible to AI agents until you activate them.

To make a sales channel available through UCP, click Activate. The channel will then be moved to the list of active sales channels and published in the UCP profile.

Note: Only activate sales channels whose content and functionality should be accessible to AI agents. Sales channels that are not enabled remain excluded from the public UCP profile.

Publishing and Profile

Enable the option Publish this sales channel via UCP to make the sales channel visible to AI agents.

Use the Profile URL Source setting to define which domain is used for publishing the UCP profile. The profile URL serves as the entry point for agents to discover and interact with the sales channel.

Optionally, you can define a redirect URL. This URL is used to redirect agents to a specific destination page after certain interactions.

Security and Delivery

In this section, you configure the security and delivery settings of the sales channel.

Signature Policy: Defines whether and how requests and responses are cryptographically signed.
Enforce Idempotency Keys for Write Requests: Prevents identical write operations from being executed multiple times.
Discovery Budget: Limits the number of discovery requests used for the automatic detection of profiles and capabilities.
Remote Profile Hosts: Defines which external UCP profiles may be contacted.
Agent and Webhook Hosts: Restricts communication to specified hosts.
Embedded Frame Ancestors and Allowed Embedded Origins: Define which origins are allowed to load or display embedded content.
Override Webhook URL: Allows the use of a custom webhook address.

Capabilities

Here, you define which UCP capabilities are available to agents. Only enable capabilities that are fully configured and tested for the respective sales channel.

The following capabilities are currently available:

Catalog – Provides product information.
Cart – Creates and manages shopping carts.
Discounts – Applies and manages discounts.
Checkout – Handles the checkout process.
Orders – Creates and retrieves orders.
Payment Tokenization – Processes tokenized payment information.
Identity Linking – Links customer identities across different systems.

Transports

Transports define which protocols agents can use to communicate with the sales channel. The available transports depend on the Shopware version and the supported UCP capabilities.

REST
A2A
Embedded
MCP (will only be available from version 6.7.12.0 onwards)

Signature Keys

UCP uses cryptographic signature keys to secure communication. In this section, you can generate new keys, manage existing keys, and define the active key.

Before using UCP in production, at least one active signature key should be available.

Profile Preview

The profile preview displays the generated UCP profile of the sales channel in a structured format. This allows you to verify which capabilities, endpoints, and signature keys are published for agents.

Agentic Commerce Product Feed

The Agentic Commerce sales channel serves as your central entry point for AI-driven product distribution. It allows you to make your products available on platforms like ChatGPT via a standards-compliant JSONL feed.

At the same time, you can measure the business impact of AI-generated traffic, for example, in terms of orders, customers, and revenue.

The sales channel is designed as a scalable foundation. This means you can seamlessly connect additional AI platforms in the future alongside ChatGPT and benefit from a future-proof approach to AI-based commerce.

Registration for the ChatGPT Marketplace is currently only available in the US. The feature is not currently available in Europe.

Create a sales channel

In the menu of your Shopware Administration, go to Sales channels. Click the plus icon (1) to create a new Agentic Commerce sales channel (2). You will then be taken to the basic settings.

General

Basic settings

Template (1): Select a suitable template. Currently, the OpenAI template is available, allowing you to get started right away.
Name (2): Enter a unique name for the sales channel.
Mark sales channel as favourite (3): Optionally mark the sales channel as a favorite to find it more quickly.

OpenAI settings

In Shopware, properties such as color or size are not predefined system properties. If you want to use them, you first need to create them as properties in your shop. By default, only basic dimensions such as height, length, width, or weight (including units) are available.

To ensure AI platforms can process this information correctly, you need to map your existing properties to the corresponding fields (e.g. color, size, or size system) in the OpenAI settings. This mapping is required because there is no standardized structure for such properties.

The return policy URL is also mandatory. Since Shopware does not provide a unified return page and legal requirements vary by region (e.g. right of withdrawal in the EU), you need to provide your own page. This page should clearly describe the conditions under which products can be returned.

Return policy URL (1): Enter the URL so AI platforms can display your return conditions.
Variant color mapping (2): Assign a property for the variant color.
Variant size mapping (3): Assign a property for variant sizes.
Variant size system mapping (4): Define the size system for variants.
Variant gender mapping (5): Assign a property for gender.
Variant material mapping (6): Assign a property for material.
Custom variant mappings (7): Optionally define additional mappings for custom attributes.

Google Settings

In the Google Settings section, you map the variant properties used in your shop to attributes supported by Google. This ensures that variant information is transferred correctly in the product feed and processed properly by Google.

You can assign a suitable variant property to each of the following Google attributes:

Condition
Color
Size
Size System
Gender
Age Group
Material

In addition, you can use Custom Variant Mapping to assign additional variant properties to custom Google attributes if they are not covered by the predefined fields.

Tracking codes

Affiliate code (1): Enter an affiliate code to assign orders and customers to this sales channel.
Campaign code (2): Optionally add a campaign code to analyze traffic and conversions in more detail.

Storefront sales channel

Storefront Sales Channel (1): Select the storefront sales channel that provides the product data.
Storefront domain (2): Define the domain used for product URLs.
Currency (3): Select the desired currency. This field appears once a storefront sales channel and domain are selected.
Language (4): Automatically determined based on the selected sales channel.
Customer Group (5): Automatically filled based on the selected sales channel.

Product export

Export variants as discrete products (1): Enable if each variant should appear individually in the feed.
Interval (2): Define how up-to-date the feed should be (e.g. “Live”).
Generate via scheduler (3): Enable this option to let the system automatically generate the export. If disabled, the feed is generated when the URL is accessed, which may result in longer loading times after the interval expires.
Dynamic product group (4): Select a dynamic product group to define which products are included in the feed.

Status

Active (1): Enable the sales channel so it is accessible for API connections and feeds.
Maintenance (2): Optionally enable maintenance mode while making changes.
IP addresses allowlist (3): Add IP addresses to allow continued access.
Change default maintenance layout here (4): Customize the maintenance page layout.

Delete sales channel

You can permanently delete the sales channel using the Delete Sales Channel button.

Note that this action cannot be undone.

Integration

Set up OpenAI connection

Go to chatgpt.com/merchants and register as a merchant.
Copy the export URL of your feed and submit it to OpenAI according to the product feed documentation.
Make sure the export URL is publicly accessible.

Notes on the OpenAI connection

The export provides a JSONL feed that OpenAI regularly retrieves to index your products.
Product changes are automatically reflected depending on the generation interval.
Ensure the feed URL is permanently accessible and does not require authentication.
If the feed is not publicly accessible, your products cannot appear on AI platforms.
It may take some time after submission for products to appear in ChatGPT search results.
If issues occur, verify that the feed is generated correctly and contains valid product data.

Connect Google Merchant Center

In the Integration tab, you will find the export URL of your Google Product Feed. You can use this URL as a data source in Google Merchant Center, allowing Google to regularly import product data from your shop.

To connect the feed to Google Merchant Center, follow these steps:

Create a Google Merchant Center account and verify your shop URL.
Open the data source settings in Google Merchant Center and create a new product source.
Select a scheduled fetch via URL and enter the export URL displayed in the sales channel.
Ensure that the export URL is publicly accessible and does not require authentication.
After the initial import, review the product data detected by Google and adjust the feed configuration if necessary.

Note: The export URL is generated automatically by Shopware. Changes to your product catalog are provided through the feed and can be picked up by Google during the next synchronization.

Template

Customize feed template

Header row: Define optional entries that appear once at the beginning of the feed.
Product row: Contains the logic for exporting product data and is executed for each product.
Footer row: Optionally add content at the end of the feed.
The template uses Shopware’s Twig syntax for flexible customization.
Use Test template to validate functionality.
Use Generate preview to view sample output.
Use Reset to default to restore the original template.

Statistics

Analyze statistics

Referred orders: See how many orders were generated via the Agentic Commerce channel.
Referred customers: See how many new customers were acquired via AI platforms.
Referred turnover: Get an overview of revenue generated through this channel.
Use the time filter (e.g. “Last 30 days”) to adjust the analysis.