Exploring Agentic Commerce and the Transformation of the Shopping Experience

What is Agentic Commerce?

Agentic Commerce represents a new approach in the online shopping experience, where consumers delegate purchasing decisions to artificial intelligence (AI) agents. This is happening as major tech companies embrace this concept, transforming the relationship between consumers and digital commerce.

Why is it relevant?

This movement simplifies the shopping journey by reducing friction and redistributing power. Now, agents actively perform searches, negotiate, and execute purchases on behalf of users, becoming effective participants in the economic flow.

Technological Innovations

Recently, Google announced a new protocol aimed at facilitating commercial transactions conducted by AI agents. The goal is to create standards that allow direct access to product catalogs, availability verification, and commercial conditions, promoting a safer and more structured shopping experience.

Impact on the Consumer Experience

Traditionally, online shopping involved navigating websites, researching products, comparing prices, and making decisions. Now, with Agentic Commerce, the consumer sets goals and criteria, while an AI agent takes care of the search and selection process. This shift moves the focus from manual navigation to delegated execution.

Instead of following a sequence of clicks, the consumer instructs the agent, which accesses data and executes the transaction based on quality and availability, not just visual presentation. As a result, the role of ecommerce platforms also changes, functioning more as logistical support than as the sole decision point.

Challenges and Opportunities for Small and Medium Enterprises

The transition to Agentic Commerce creates a new competitive landscape. Small and medium enterprises (SMEs) are challenged to enhance their data management and processes. Now, having organized information and integrated systems becomes an important competitive differentiator.

SMEs will be able to compete more fairly with larger companies, as operational efficiency and the quality of information become determinants in purchasing decisions, not just online visibility.

Final Considerations

Agentic Commerce is an evolving movement. It does not eliminate traditional e-commerce, but adds a new layer that reconfigures how decisions are made, directly influencing the strategies of companies, especially SMEs. It is expected that in the coming years, standards and practices will be established that shape this new reality in digital commerce.