Amazon, Google, Walmart, OpenAI, and Shopify are competing to develop AI shopping assistants that enhance consumer experience while safeguarding their data. The emergence of 'agentic shopping' allows AI to make purchasing decisions for users autonomously. The ability to control shopping agents is crucial, as it encompasses all aspects of the customer journey, including discovery, payment, and loyalty. Companies fear becoming mere fulfillment partners if they allow competitors access to vital product and pricing data. This competition has led to defensive strategies aimed at blocking rivals from gaining a market advantage.
Amazon is blocking Google's Mariner shopping bot from crawling its site and has removed shopping ads from Google, asserting control over its customer relationships.
The control of shopping agents will define the relationship between major e-commerce platforms and consumers, impacting discovery, decision, payment, and loyalty.
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