The agentic commerce gold rush risks repeating ecommerce's biggest mistakes
Agentic commerce has become the latest obsession in ecommerce.
The technology is certainly compelling. Instead of consumers browsing websites, comparing products and making purchases themselves, AI agents increasingly do the work for them. They search, compare, recommend and transact on our behalf. According to the hype, agentic commerce has the potential to transform the way we shop online.
It is easy to see why merchants are excited. For an industry under constant pressure to drive growth, improve efficiency, capture shoppers' attention, and deliver better customer experiences, agentic commerce promises a great deal. Some believe it could become as significant as the shift to mobile commerce. Others see it as the next logical evolution of ecommerce itself.
Whether those predictions prove accurate remains to be seen. New technologies often arrive surrounded by hype. Not all of them live up to expectations.
But retailers are taking agentic commerce seriously. Many are...
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