""We're seeing the interface layer move first," Mike Edmonds, PayPal's VP of agentic commerce and commercial growth, notes that brands are shifting focus from visibility through Google Ads to structured product catalogs and their presentation across LLMs and digital marketplaces."
""As search becomes more 'intent-driven rather than keyword-driven,' consumers are moving away from basic queries like 'running shoes' and instead asking AI systems for highly specific recommendations tailored to their needs," says Edmonds."
""LLMs don't inherently privilege the largest catalog; they privilege the most structured, most trustworthy data signal," emphasizes PayPal CTO Srini Venkatesan, highlighting the competitive advantage for smaller merchants."
AI agents are increasingly buying on behalf of customers, yet many merchants lack the necessary infrastructure to support this trend. Nearly 95% of merchants can track AI traffic, but only 20% have structured product catalogs in machine-readable formats. The demand for agentic commerce is evolving faster than the systems available to support it. Businesses expect a positive impact from agentic commerce within 12 to 24 months, with many already experiencing benefits. Smaller merchants can compete by providing structured and trustworthy data signals.
Read at Fast Company
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