Agentic CommerceMake Your Brand Unmissable

Published: April 2026Author: Ndidi Oteh, Rajat Agarwal, Sean Lyons, Joshua Bellin
Research lead: Joshua Bellin

Digital commerce has not lived up to its promise. Consumers feel overwhelmed by choices and often struggle to find the products and services that best meet their needs. Brands absorb the cost in lost sales, returns and restocking expenses, and endless spending to reacquire the same customers. The system is accepted, not loved.

AI agents are upending that model, and the impact will be felt in every industry and every stage of the purchase journey. Agents can now compare features, read the fine print, choose a winner, complete a purchase and manage delivery and returns—all autonomously, on a customer's behalf. The long-held understanding of who makes buying decisions, and when, and how, is changing fast.

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