Agentic Commerce: Visibility on the new digital shelf
By Aaditya Raghavendran, Vertical Head – Retail & Marketplaces, LatentView Analytics
As more than 30% of consumers use Generative AI before purchases, according to a Deloitte Holiday Report, the new retail battle becomes about visibility in AI-assisted searches. Shopping powered by AI agents moves toward a world in which AI anticipates buyer needs, leverages purchase history, and calibrates decisions — all in alignment with human intent, yet acting independently through multistep chains of actions enabled by reasoning models.
Several US retailers like Walmart, Etsy, and Shopify have partnered with OpenAI to ensure they appear at this new point of discovery. In India, MasterCard gave a glimpse of autonomous shopping showcasing its AI agents buying products without manual intervention at the India AI Summit.
For brands, retailers, marketplaces, and payment providers, this brings both opportunity and risk — demanding new approaches to product visibility, trust, and engagement.
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