Product & Strategy
Agentic Commerce Explained
What changes when software can search, compare, negotiate, and transact on a user's behalf.
From recommendations to transactions
A shopping agent may move beyond ranking options to gathering requirements, comparing total cost, applying constraints, and initiating a purchase within a delegated mandate.
Trust infrastructure matters
Identity, authorization, payment limits, provenance, returns, and dispute handling become core system concerns. The agent must show whose interests it represents and why it selected an option.
Discovery may become machine-facing
Products will need accurate structured information that agents can compare, while brands must still communicate qualities that resist simple optimization. Manipulation and sponsored influence require visible controls.