Introducing ORBEXA: Multi-Protocol Infrastructure for the Agentic Commerce Era

The Missing Layer

Every major technology company is now shipping AI agents that can shop on behalf of consumers. OpenAI launched Operator and Instant Checkout powered by the Agentic Commerce Protocol (ACP), developed with Stripe. Google and Shopify co-developed the Universal Commerce Protocol (UCP) covering the full shopping journey. Anthropic released the Model Context Protocol (MCP), which has become the de facto connectivity standard after adoption by OpenAI, Google, Microsoft, and Shopify. Microsoft announced Copilot Checkout. Perplexity launched Buy with Pro. Amazon embedded AI deeply into its marketplace through Rufus.

The agents are live. The protocols are live. But between the AI agents and the merchants sits a gap that no single company has closed: the infrastructure layer that makes merchants discoverable, evaluable, and transactable across all of these agent platforms simultaneously.

This is what ORBEXA was built to provide.

What ORBEXA Is

ORBEXA is a multi-protocol infrastructure platform for agentic commerce. We implement the industry-standard protocols — MCP (Anthropic), ACP (OpenAI/Stripe), UCP (Google/Shopify), and A2A (Google) — so that merchants can connect once and be accessible to AI agents across every major platform.

We did not create these protocols. Anthropic created MCP. OpenAI and Stripe created ACP. Google and Shopify created UCP. Google created A2A. Each protocol solves a genuine, distinct problem in the agentic commerce stack. What no single protocol provides is the unified integration layer that merchants need to support all of them without building and maintaining four separate implementations.

ORBEXA is that layer.

Why Multi-Protocol Matters

Different AI platforms use different protocols. ChatGPT uses ACP for checkout. Google's AI surfaces use UCP for discovery and purchasing. Claude and a growing ecosystem of AI tools connect via MCP. Enterprise workflows use A2A for agent-to-agent coordination.

A merchant who only supports MCP is invisible to ChatGPT's Instant Checkout. A merchant who only supports ACP cannot be browsed through Google's AI Mode. The AI agent ecosystem is multi-protocol, and merchants need to be as well.

For large retailers with dedicated engineering teams, implementing multiple protocols is feasible. For independent merchants, DTC brands, and cross-border sellers, it is prohibitive. Each protocol requires understanding the specification, implementing the endpoints, maintaining compliance as specs evolve, and testing against multiple AI platforms.

ORBEXA reduces this to a single integration. A merchant connects their product data, policies, and trust signals to ORBEXA once. The platform then exposes that information through MCP endpoints, ACP-compatible checkout flows, UCP-compliant commerce interfaces, and A2A-ready agent services. When protocol specifications update, ORBEXA handles the compliance changes, not the merchant.

The Open Trust Registry

Trust is the currency of agentic commerce. When an AI agent recommends a merchant to a consumer, that recommendation carries implicit trust. But how does the agent evaluate trustworthiness at machine speed?

The Open Trust Registry (OTR) maintains trust profiles for over 8,700 brands, each scored across seven dimensions:

Identity — Is the entity behind this domain a verified, registered business with verifiable corporate history?
Technical — Does the website implement proper security infrastructure (SSL, DMARC, HSTS, etc.)?
Compliance — Does the brand adhere to GDPR, CCPA, PCI DSS, and industry-specific regulations?
PolicyScore — Does the website contain substantive privacy, refund, and terms-of-service policies?
WebPresence — Is the site professionally built with structured data, sitemaps, and mobile support?
DataQuality — Is the product catalog complete, accurate, and well-structured? (requires merchant authorization)
Fulfillment — Does the merchant deliver reliably with clear shipping and return policies? (requires merchant authorization)

Scores map to badge tiers (Platinum, Gold, Silver, Bronze, Unrated) with automated scoring capped at 94 — ensuring human review for the highest trust levels. The OTR publishes its scoring methodology, provides full dimension breakdowns through a machine-readable API, and supports /.well-known/otr/ endpoints for AI agent discovery.

Real-Time Data Pipeline

Commerce data changes constantly. Prices update, inventory shifts, promotions launch and expire, policies change. An AI agent making a recommendation based on stale data delivers a poor consumer experience.

ORBEXA operates a real-time data pipeline that continuously ingests, normalizes, and distributes commerce data across the platform. This pipeline feeds the knowledge graphs that agents query, ensuring that decisions are based on current information. It also powers our data flywheel — a continuous improvement loop where agent interactions, merchant updates, and transaction outcomes feed back into the system to refine data quality, trust scores, and relevance rankings over time.

Structured Data Generation

AI agents consume structured data. Research demonstrates that GPT-4's accuracy in understanding product information increases from 16% to 54% when structured data is present. That gap is the difference between being recommended and being skipped.

ORBEXA generates and maintains structured data in the formats AI agents expect: schema.org Product and Offer markup, machine-readable shipping and return policies, complete product identifiers (GTINs/UPCs), and comprehensive product attributes. For merchants who lack structured data infrastructure, this capability alone can transform their AI visibility.

Multi-Tenant Storefronts

We provide multi-tenant white-label storefronts that enable partners to deploy their own branded commerce experiences on custom domains. Each storefront is backed by ORBEXA's full protocol stack, trust registry, and data infrastructure, but presented under the partner's brand identity.

Our storefront infrastructure includes server-side rendering for optimal SEO and AEO (Answer Engine Optimization) performance, and multi-language deployment with full English and Chinese localization — critical for cross-border merchants serving diverse markets.

Why Now

The convergence of several trends makes this the right moment for multi-protocol commerce infrastructure:

The protocols are live and adopted. MCP, ACP, UCP, and A2A are not proposals or drafts. They are deployed, backed by the largest technology companies, and processing real transactions.
AI agent commerce traffic is surging. Adobe Digital Insights reported a 4,700% year-over-year increase in AI-driven traffic to retail sites as of July 2025. AI-referred visitors convert at rates 31% higher than traditional channels.
Merchants face real fragmentation. No single protocol covers all agent surfaces. Merchants who want full AI visibility need multi-protocol support, but building it independently is resource-intensive.
Trust infrastructure is missing. As AI agents make more purchasing decisions, the need for standardized, machine-readable trust evaluation grows. The OTR fills this gap.

What Comes Next

Today's launch is the beginning. We are actively expanding the Open Trust Registry toward 25,000 brands, onboarding merchants across new verticals, deepening integrations as protocol specifications evolve, and building tooling that makes AI-readiness accessible to merchants of every size.

We believe that within the next few years, a significant share of online commerce will be mediated by AI agents. The infrastructure those agents rely on will determine whether that future is fragmented and unreliable, or structured and trustworthy.

ORBEXA is building for the latter.