The future of agentic shopping depends on getting the experience right

Understanding how consumers view agentic shopping should be used to inform how brands implement AI argues Andrew Norman, GM EMEA at Commerce.

It’s not enough just to automate, brand should focus on the parts of the experience where AI delivers the greatest value: Agentic AI is reshaping the customer journey, with UK consumer-agentic spending expected to reach £131. 2 billion by 2030.

Agents are already helping shoppers to surface tailored product recommendations, compare prices and locate available discounts, which is why 64% of UK shoppers say they want to use agentic AI in their shopping experience.

For brands, increased use of shopping agents means visibility is becoming increasingly important, ensuring they can reach new and existing customers with personalised offers. However, despite initial momentum, widespread adoption of shopping agents isn’t guaranteed.

Any misstep around control or misconfigured data could permanently damage consumers’ trust in a brand, which will determine whether agentic shopping tools truly make it in the mainstream.

Agentic shopping is only as good as the data behind it The biggest motivation for UK consumers to use agentic shopping tools is for guidance on purchase value, with 31% wanting help to find the best price, and 28% wanting AI to surface the most relevant products.

For retailers, this means they not only need to be discoverable by humans but also visible to agents. Without rich, structured data that AI agents can easily understand and interpret, products are far less likely to appear in recommendations, regardless of how suitable they may be to a shopper’s search.

For shopping agents operating on a retailer’s own website, there is also the risk that recommendations about product specifics – from size and material to intended use – are inaccurate.

Strong data foundations are therefore essential not only for visibility which increases sales opportunity, but also for ensuring shoppers can trust the guidance provided by a retailer’s own AI agents.

Separating what can be automated and where consumers must retain control It’s important to understand that consumers don’t want AI agents to automate every stepof the online shopping journey, and retailers need to recognise that distinction in how they deploy them.

While shoppers are happy for AI to help them browse, compare products and narrow down their options, 43% of UK shoppers are concerned about shopping agents buying products on their behalf. Likewise, 39% worry about bank account security breaches linked to these tools.

Rather than trying to automate the entire customer journey, retailers should focus on the parts of the experience where AI delivers the greatest value. From surfacing relevant products, comparing options and helping shoppers make more informed decisions.

The retailers that strike the balance between automation and consumer control will ultimately be the ones that foster customer trust, and see an uplift in sales as a result.

Trust and transparency are essential With one in five UK shoppers questioning the accuracy of AI-generated information, trust will be a competitive differentiator in a crowded market for retailers. This starts by improving transparency around how AI-generated suggestions are made, particularly when products are sponsored or promoted.

This is no different to how consumers expect transparency from search engines or online marketplaces. With 46% of UK shoppers believing brands should not be able to pay for preference within AI shopping tools, it must be clear when a suggestion is sponsored, rather than shoppers being led to assume it’s simply the best option.

Equally, if a recommendation is based on a customer’s previous purchases, stated preferences or budget, that should be made clear. Giving consumers visibility into why products are being recommended will help build confidence in the technology and encourage wider adoption.

And as agentic shopping matures, the retailers that are most transparent about how AI reaches its recommendations will be best placed to earn trust and turn first-time users into loyal customers. Success lies in getting the experience right Agentic shopping is reshaping online retail, but its success won’t be determined by technology alone.

The brands that lead the way will be the ones that build strong data foundations, enhance rather than simply automate the customer experience, and earn trust through transparency. Get those fundamentals right, and agentic shopping will progress beyond an exciting innovation to a universal shopping experience consumers genuinely want to use.