Why Agentic Commerce Adoption Is Inevitable-And Who Might Lose From It

"While agentic commerce is on the agenda of most brands and retailers, its pace of adoption remains uncertain. What is already clear is its potential to redefine how buying decisions are made. As AI agents shift from assisting shoppers to acting on their behalf-controlling discovery, traffic and conversion-power will begin to move away from brands toward AI-driven intermediaries. As giants like eBay and Amazon push back, a question emerges: do they have more to lose by resisting agentic commerce than by embracing it?"

""If you look at classic adoption curves, we're clearly still early. I do think this year will be a tipping point, though-particularly in the second half of the year-when these tools become more accessible and more embedded in the zeitgeist and consumer behavior. " In his role at the AI-powered global commerce solutions platform-which recently announced a $100 million Series C funding-Pellerano-Rendón believes agentic commerce will rapidly evolve from experimentation to everyday adoption."

Agentic commerce shifts AI from assisting shoppers to acting on their behalf, controlling discovery, traffic, and conversion and redistributing power from brands to AI-driven intermediaries. Major platforms like eBay and Amazon face strategic choices about embracing or resisting agentic commerce due to potential loss of direct control. Industry leaders such as Google and Walmart are rapidly integrating agentic commerce into interfaces and merchant tools, while most retailers remain in exploration. AI-powered commerce platforms receiving significant funding indicate accelerated development. As consumers grow comfortable with large language models, agentic commerce is likely to move from experimentation to widespread everyday adoption.

Read at Forbes