Online retail is undergoing a perceptible transformation. Instead of clicking through shops, comparing prices, and making decisions manually, intelligent AI agents are increasingly taking over these tasks. They understand needs, act independently, and make purchases at the right moment. This represents the shift from traditional e-commerce to the Agentic Commerce revolution—a change that fundamentally redefines the shopping experience and forces companies to rethink commerce entirely.
What is Agentic Commerce?
Agentic Commerce refers to a new form of digital trade in which Artificial Intelligence (AI), in the form of autonomous agents, handles the purchasing process for consumers—from initial research and comparison to the actual transaction. Unlike traditional chatbots, these AI agents act independently across multi-step processes, utilizing tools, data sources, and interfaces to execute tasks on behalf of a human user.
Instead of a human "clicking through" a site, an agent acts proactively—for example, by comparing prices, selecting optimal products, and executing orders within pre-set parameters.
Why is Agentic Commerce Becoming Relevant Now?
Technological Development and Infrastructure
Major technology and payment providers are already creating the necessary infrastructure: Visa, Mastercard, and PayPal are developing payment protocols and Software Development Kits (SDKs) that enable agents to perform secure transactions. Simultaneously, shop systems like SCAYLE and SAP Commerce, along with product feeds, are making their data machine-readable so that agents can utilize this information effectively.
Shifting Customer Interaction
Agents are shifting traditional touchpoints: Instead of click-paths and search results, the focus is moving toward conversation-based, intent-driven interfaces—such as ChatGPT Shopping, in-chat checkout, or the AI features of Google and other major platforms.
Market and User Trends
Studies show that many companies are already deploying or testing AI agents. According to the PwC AI Agent Survey 2025, 79% of surveyed companies are already using AI agents. Furthermore, agents are increasingly influencing purchasing decisions by generating personalized product suggestions, price comparisons, and individual recommendations.
How is Agentic Commerce Changing Retail?
Zero-Click Shopping
In traditional e-commerce, the search field was the central pivot point between customers and products. With Agentic Commerce, the focus shifts to the intent level: AI agents recognize what customers want and execute purchases without the user needing to take active steps. This shift fundamentally changes marketing, brand perception, and conversion strategies – your products must be optimized for LLMs and AI agents to remain relevant. Our GAIO Playbook shows you exactly how to get there.
New Requirements for Data and Content
Agents require structured, high-quality, and machine-readable data—not just for prices and availability, but also for product attributes, policies, return conditions, and semantic characteristics. These signals become the foundation for rankings and recommendation processes within agentic systems.
Agents as Buyers
Agents do not just act as assistants; they are increasingly functioning as the actual "customers" within the digital commerce ecosystem. They make micro-decisions, coordinate offers, and negotiate autonomously. Note: This significantly increases the importance of data quality as well as security and authentication protocols.
4 Practical Examples of Agentic Commerce in Action
Amazon Rufus: Offers shopping assistance, product comparisons, and personalization directly within the app.
ChatGPT Shopping: Displays product catalogs and purchasing options in-chat with direct checkout integration.
Perplexity & PayPal: Already enables transactions directly within the chat interface.
Google AI Mode: Connects shopping feeds with AI-powered recommendations and virtual try-on services.
These examples demonstrate how agents are already supporting or executing purchasing processes today, dissolving traditional e-commerce path structures.
Conclusion: The Future is Agentic
Agentic Commerce is ushering digital trade into a new era. AI agents are taking over more and more tasks typically handled by buyers—from product search and price comparison to final transactions—changing how customers experience brands and how companies build their strategies. Those who prepare their data, systems, and processes for agent-driven ecosystems today will gain a clear competitive advantage.
Our diva-e experts can help you get your data, systems, and strategies ready for the agent-driven commerce revolution. Together, we will identify potential opportunities and secure your long-term competitive edge.
