The rise of **agentic commerce** is poised to transform retail, with the market projected to reach **$1 trillion** in the U.S. by **2030**, according to McKinsey. This innovative technology allows AI systems to act on behalf of consumers, researching and purchasing items based on individual preferences and budgets.
Major tech companies and startups are actively developing these AI-driven solutions. Notably, **OpenAI** has launched a shopping research tool and formed a partnership with **Walmart** to enhance customer experiences. This evolution in shopping may occur within specific retail platforms or on third-party services like **ChatGPT** or **Gemini**.
Despite the excitement surrounding agentic commerce, experts indicate that current technologies resemble advanced search functionalities rather than fully autonomous purchasing systems. Additionally, significant security issues arise as these AI agents navigate the internet, with nearly **80%** of financial leaders anticipating an increase in fraud linked to this transition.
As brands adapt, they are reevaluating website visibility and layout, while **Amazon** continues to refine its advertising strategies amid the growing trend of AI integration.