Retail Model Context Protocol (rMCP) is an extension of the Model Context Protocol. It standardizes how retailers and brands participate in Agentic Commerce. Specifically, the rMCP extension calls for:
  1. A unified product schema: a unified schema allows for plug-and-play agents, analytics without ETL-hell and search-&-discovery parity. We propose a new schema based on Schema.org Product. You can view that schema here.
  2. Agent and human identities: We propose multiple schemes for identities, so brands and retailers can verify and authorize agents acting on behalf of users. Learn more about identity management →
  3. Search, cart, and checkout support: Such that agents can reliably buy on behalf of people.
  4. Post-purchase operations: Allowing agent’s to trust your catalog and user’s to follow their orders, cancel, or initiate returns.
  5. Account management, CRM, and loyalty: Even if an agent is faciliating the customer’s shopping journey, rMCP will allow your cusomter to opt into CRM and track their loyalty points just as you would on your own site.

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What is Agentic Commerce?

Agentic commerce isn’t just shopping in a chat box; it unlocks brand-new possibilities in the customer journey. Think photorealistic virtual try‑ons for any item, swipeable outfit builders, personalized size and fit guidance, or automatic price‑match checks across all retailers, capabilities no traditional web page can orchestrate at scale. Retailers that make their catalog, checkout, and CRM endpoints available to agents will make a successful transition to the era of agentic commerce.

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Why rMCP?

Exposing an rMCP endpoint keeps you in the driver’s seat, feeding agents authoritative catalog data, live pricing, and policy logic to protect brand integrity, deliver a friction‑free customer experience, and ensure agents can safely serve your products.
For clarity, retailer and brand are interchangeable here—whether you’re a direct‑to‑consumer label, a multi‑brand marketplace, or a manufacturer with a shopfront, rMCP is your on‑ramp to agent‑driven commerce.