AI agents are coming to the checkout – a new era in online commerce

The decision is no longer the customer’s – but the algorithm’s

The essence of the model, which is spreading as “agentic commerce”, is that the system maps the customer’s needs using machine learning and then automatically handles all stages of the customer journey:

• product research and comparison

• compose cart

• order and feedback

This change could fundamentally reorganize the e-commerce value chain, especially in terms of digital marketing and competition between retailers: the algorithm will decide which brands will reach the “visible shelf”.

Tech giants are already competing

The largest players in the retail sector have started a development race:

Amazon is moving forward in particular aggressively: Rufus could indirectly contribute more than $700 million to operating income this year, and according to the company’s CEO, the system will generate 10% of its annual revenue. could generate billions of dollars in additional revenue in the future.

Food will be the key market

According to Morgan Stanley’s analysis, the breakthrough will not be in luxury goods or gadgets, but in everyday baskets:

• food → the biggest growth driver

• household goods & personal care

• clothing – fast recommendation, fast purchase