Making commerce legible to agents.
Product Strategy, Brand Identity, UX & UI Design, Front-end & Platform Engineering, QA
UCP Hub
2025 – 2026
UCP Hub is our implementation of the Universal Commerce Protocol and the architecture that lets any commerce stack plug into it. Shopify ships UCP natively across its platform. We built for everything else: a pluggable connector layer, a normalisation core, a signing & publishing pipeline, the dashboard and the SDK, plus the ongoing operational work of staying compliant as the spec evolves, optimising the workflows merchants run every day, adding integrations for new platforms, and closing the gaps that stop AI agents from completing a purchase.
UCP – the Universal Commerce Protocol is an open specification for how AI agents read, trust and transact with online stores. Shopify implements it natively: every Shopify storefront is already on the agent map. Everyone else – WooCommerce, Magento, BigCommerce, the long tail of bespoke commerce stacks, is invisible to the agent layer until someone implements the spec for them. The protocol existed; the architecture that would let the rest of the web speak it did not.
UCP Hub is that architecture. A pluggable adapter layer ingests catalog, inventory and policy from any commerce stack; a normalisation core maps each vendor’s shape into one canonical UCP record; a signing & publishing pipeline emits the /.well-known/ucp endpoints the spec requires. We commit to maintaining spec compliance as the protocol evolves, optimising day-to-day merchant workflows, adding integrations for new platforms, and filling the gaps that prevent AI agents from purchasing seamlessly. To an agent on the buyer side, a UCP Hub merchant is indistinguishable from a Shopify-native one.
We started with the specification itself and designed the architecture around three constraints: one ingestion adapter per platform, one normalisation core, one signing & publishing pipeline. Adding a new platform should be a Tuesday, not a project. Maintaining the spec should be the day job, not a quarterly fire drill.
Onboarding is the protocol. Every step matches a verifiable thing the merchant’s site exposes, so the dashboard is just a friendly mirror of what an agent will actually fetch.
Visual Identity
Built from the protocol up. The wordmark behaves like a header: lowercase, monospaced spacing, a coral micro-superscript for the namespace. Anything else would be lying about what the product does.
The wordmark mirrors how the spec is written in code.
Imagery is the response. The product’s most-photographed surface is a JSON body.
Shopify implements UCP natively across its platform. Every other commerce stack – WooCommerce, Magento, BigCommerce, the long tail of bespoke setups, needs an implementation that maps its own catalog shape into the protocol. UCP Hub is that implementation: a pluggable adapter layer, a normalisation core, and a signed publishing pipeline.
We commit to maintaining compliance with the spec as it evolves, optimising the workflows merchants run every day, adding integrations for new platforms, and filling the gaps that stop AI agents from completing a purchase. New platform adapters ship on a quarterly cadence; spec-compliance work is continuous.
Outcomes
UCP Hub opened its public beta in March 2026. In the first eight weeks, many non-Shopify storefronts connected through the Hub across WooCommerce, Magento, BigCommerce and custom stacks, and the four largest agent platforms began treating UCP Hub merchants as native UCP publishers. New platform adapters ship on a quarterly cadence; spec compliance is a continuous job.