"Agentic commerce: Is it real? That's the trillion-dollar question. And the biggest retailers are convinced the answer is "yes." Walmart reported Q4 earnings yesterday and disclosed that the average order value for people using its AI shopper assistant Sparky is roughly 35% higher than for those who don't. Amazon, meanwhile, claims its agentic assistant Rufus generated $12 billion in incremental sales during its first season - a figure that, as Jason Del Rey points out in , Amazon hasn't substantiated or detailed."
"Be that as it may, agentic commerce is also spawning new partnerships and integrations, most of which are enemy-of-my-enemy-type alliances. These protocols are competing with each other - but all of them are really aimed at countering Amazon, which is probably the only player that could do it alone. Then again, maybe not. The Aisle also reports that Amazon and OpenAI have held talks about incorporating OpenAI's models into Amazon's shopping recommendations."
Agentic shopping assistants are producing measurable lift in purchase behavior, with Walmart reporting Sparky users have roughly 35% higher average order value. Amazon claims Rufus generated $12 billion in incremental sales during its first season, although that figure lacks public substantiation. Agentic commerce spawns partnerships and competing protocols aimed primarily at countering Amazon, and Amazon and OpenAI have reportedly discussed incorporating OpenAI models into Amazon's shopping recommendations. Perplexity removed ads from its chatbot, citing that ads are disruptive and erode trust after earlier ad efforts struggled. TikTok faces vulnerabilities from privacy changes, technical glitches, and censorship concerns, yet no strong alternative to its short-form feed has emerged beyond Instagram Reels and YouTube Shorts.
#agentic-commerce #ai-shopping-assistants #retail-competition #ads-in-chatbots #short-form-video-platforms
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