In 2025, the way people shop online started to shift significantly as agentic artificial intelligence (AI) began moving out of the lab and into real retail environments. Unlike traditional AI tools that simply generate suggestions or answer questions, agentic AI AI that can act on behalf of users, make decisions, and complete tasks autonomously is changing how products are found, compared and even purchased.
Retailers and technology companies alike are now adapting to this new era, where AI does more than assist it can execute key parts of the shopping journey. From automating back-end operations to influencing front-end consumer behaviour, agentic systems are starting to shape the future of commerce in profound ways.
Agentic AI builds on the momentum of generative AI, but represents a distinct evolution. Where generative AI creates content or responses based on prompts, agentic AI acts on instructions, coordinating multiple steps without requiring constant human oversight. It can navigate complex tasks, integrate across systems, and increasingly, even complete purchases on a user’s behalf.
A key example of how this shift is unfolding is the rise of agentic commerce protocols developed by major technology platforms. Companies such as OpenAI have introduced tools like “Instant Checkout” that allow transactions to be completed directly within a conversational interface. These systems are designed to take purchasing decisions from discovery through to payment all within a single, seamless interaction.
Google and other tech giants are pursuing parallel paths. Google’s Agent Payments Protocol (AP2), supported by partners including Mastercard, Adobe, and PayPal, is an open standard that allows AI agents to make purchases on behalf of users with secure, verifiable intent. This kind of interoperability across platforms and payment systems could dramatically expand how widely agentic commerce is adopted.
For retailers, the implications are both exciting and challenging. On one hand, agentic AI can streamline operations and improve customer experiences. For example, retailers that use autonomous systems to manage inventory and supply chain decisions can benefit from faster, more accurate forecasting and reduced waste. Early adopters have reported improved efficiency, with reductions in inventory and operating costs while boosting revenue through smarter decision-making.
On the consumer side, agentic systems promise highly personalized shopping experiences. These AI agents can analyze individual preferences, search behaviour and past purchases to deliver tailored recommendations. Some platforms are even integrating seamless checkout functions that let users complete purchases without ever leaving the AI environment itself — a process sometimes called zero-click shopping.
That said, the adoption of agentic AI comes with significant trade-offs. Perhaps the most pressing concern for traditional retailers is the potential loss of direct customer engagement. When AI agents make shopping decisions independently, retailers risk becoming mere suppliers of products rather than destinations for discovery and brand experience. This shift could erode direct traffic to retailer websites, weakening brands’ ability to gather first-party data and maintain customer relationships.
Brand visibility and loyalty long pillars of retail strategy are also being challenged. In an agent-driven ecosystem, the algorithms determine which products are presented and in what order, based on price, ratings, availability and contextual relevance. Retailers that fail to optimize their product data for these systems may find themselves excluded from the shortlists generated by AI agents even if the products are popular on traditional channels.
To stay competitive, many retailers are already experimenting with their own proprietary AI agents or integrating with broader AI ecosystems. Some technology solutions help merchants present cleaner, richer product metadata that enhances discoverability in agentic searches, while others enable retailers to build branded AI assistants that engage shoppers directly on their platforms.
There is also a growing emphasis on ensuring that AI-driven interactions remain secure and trustworthy. Developing standardized protocols for agent-based payments and consent mechanisms is crucial so shoppers know when and how their data and purchasing authority are being used. Initiatives like Google’s AP2 and similar efforts aim to build that trust infrastructure into the technology from the ground up.
Looking at broader trends, industry analysts project rapid growth in agentic AI adoption across retail and e-commerce. Many companies report piloting such systems now, with expectations that agentic AI will handle the majority of consumer interactions within a few years. Those numbers reflect not just curiosity, but a strategic recognition that autonomous AI could become a central competitive advantage.
Retailers are also rethinking their internal structures to support this transformation. As AI becomes more integrated into core operations, companies are investing in scalable data infrastructures and new talent capable of overseeing AI strategy and ethics. The aim is to balance automation with brand stewardship, ensuring that human values shape how autonomous technologies are deployed.
The shift toward agentic AI also influences how advertising and marketing dollars are spent. With AI agents influencing discovery and purchase decisions, traditional retail media and search advertising may lose traction. Instead, brands may need to invest in data partnerships, optimization for agentic visibility, and new forms of engagement that ensure they remain relevant in an AI-mediated marketplace.
While full autonomy where AI agents complete purchases entirely without human input is not yet commonplace, the foundations are being laid. Early implementations focus on discovery and partial task completion, but as protocols mature and integrations deepen, the stage is set for a new era of retail interaction where agents act as personalized shopping companions for consumers.
In sum, 2025 marked the year that agentic AI transitioned from concept to tangible reality within retail. Its impact ranges from supply chain automation to front-end customer experiences, and its implications for brand engagement, data ownership and competitive strategy are profound. Retailers that adapt quickly may find themselves at the forefront of what many see as the next major evolution in commerce one where intelligence, autonomy, and convenience redefine both how we shop and how brands connect with consumers.
