The Rise of Agentic Commerce: How AI Agents Are Reshaping Ecommerce
As online retailers experiment with agentic AI to enhance ecommerce, shoppers are already engaging with AI-driven experiences through subscriptions. Meanwhile, businesses are deploying AI agents behind the scenes to streamline their digital storefronts.
In 2025, ecommerce platforms aren’t just pitching AI-powered recommendation engines—they’re embracing full-fledged agentic AI solutions. These intelligent agents are changing the way both retailers and consumers interact with digital shopping environments.
Tech Giants and Startups Lead the Charge
Agentic AI is becoming a key component in the ecommerce tech stack, joining machine learning, AI-powered search, and generative AI. Major players like Google and Meta have already integrated these capabilities, while Amazon and OpenAI are leveraging subscription models to attract users. Startups, as well as integrations for platforms like Shopify and Adobe’s Magento, are also fueling this AI-driven shift.
Salesforce made a significant push for agentic AI at its 2024 Dreamforce event, showcasing its Agentforce capabilities. Luxury retailer Saks was an early adopter, using Agentforce to enhance personalization. Just months later, OpenAI introduced its Operator agent, with eBay, Etsy, and Instacart among its first users.
But what exactly is agentic commerce, and how does it reshape online shopping?
What Is Agentic Commerce?
Agentic commerce refers to the use of AI agents in ecommerce. These agents, built on large language models (LLMs), go beyond chatbot-style interactions. They make decisions and execute actions autonomously, transforming how both consumers and merchants engage with online retail.
For shoppers, this means AI-powered assistance throughout the learning, discovery, and purchasing journey. For retailers, agentic AI helps automate backend operations, streamlining tasks that previously required manual intervention.
Consumers have already embraced AI chatbots in shopping experiences. Salesforce reported that AI-driven interactions boosted retail revenue during the 2024 holiday season. Adobe Analytics echoed this trend in a March 2025 survey, revealing that AI-assisted shopping led to higher engagement.
“Online shoppers are seeing the benefits of AI-powered chat interfaces, which reduce the time needed to receive personalized information,” said Vivek Pandya, lead analyst at Adobe Digital Insights. “In Adobe’s survey, 92% of shoppers who used AI said it enhanced their experience, and 87% were more likely to use AI for larger or complex purchases.”
Retailers are taking note. A February 2025 survey by Digital Commerce 360 found that AI investment is a top priority, with only 11.11% of ecommerce businesses planning to forgo AI implementation this year.
AI-Powered Agents in Action
Tech companies are responding to this growing demand. Adobe recently introduced its Experience Platform Agent Orchestrator, designed to manage AI agents across Adobe’s ecosystem and third-party platforms. Adobe’s research underscores the increasing role of AI in shaping customer engagement strategies.
“This shift is redefining how businesses approach customer interactions,” Pandya noted. “AI agents are taking on more complex tasks and delivering highly personalized recommendations.”
Retailers are already putting agentic commerce to the test. OpenAI’s Operator agent, for example, can autonomously navigate a web browser—searching, typing, and clicking to complete purchases. Users can ask Operator to order groceries, select gifts, or book tickets, streamlining transactions through AI-driven automation.
Currently, Operator is available only to OpenAI’s ChatGPT Pro subscribers at $200 per month. However, OpenAI plans to expand access as it refines the technology.
“We have a lot of work ahead, but we’re eager to put these tools into people’s hands,” said OpenAI CEO Sam Altman during an Operator demo. “More AI agents will be rolling out in the coming weeks and months.”
The Subscription Model for AI-Powered Shopping
Amazon is also bringing agentic AI to ecommerce with Alexa+. Priced at $19.99 per month—or free for Amazon Prime members—Alexa+ allows users to make purchases through Amazon.com, Whole Foods, Ticketmaster, and other retailers via voice commands.
As these AI-powered tools gain traction, the pressure is on developers to deliver value that justifies their price tags. Whether through subscriptions or seamless integrations, the future of ecommerce is rapidly shifting toward intelligent, automated experiences.
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