Agentic Commerce is still in its infancy. Find out why it’s still worth taking a look, and learn how you can set the right course for tomorrow, starting today.
Agentic Commerce promises a radical shift in digital transactions, with AI agents operating autonomously on behalf of users – from the analysis stage through to decision-making. No longer mere automation – this is actual delegation. Systems that act proactively and are geared towards customer needs, rather than merely reacting. Sounds very promising. But what does this look like in practice?
Many ideas surrounding Agentic Commerce are still new, immature or anchored in initial pilot projects. While the technology is advancing rapidly, widespread use is not yet a reality.
Emily Pfeiffer at Forrester Research sums it up perfectly:
“Agentic Commerce only sort of exists, is just launching for the first time in many arenas, and it might not be… good. Are you hearing that it’s a thing, that you need to have it right now, and that you’re already behind the ball? First – don’t panic. No one has this figured out yet.”
— Emily Pfeiffer, Principal Analyst, Commerce Technology, Forrester Research on LinkedIn
The underlying technology for this is Agentic AI. We have already explained how this works and what role it plays in our blog post on Agentic AI. Agentic Commerce is an attempt to implement these concepts in e-commerce.
Why is it important to start thinking about this topic now? Because the technology is evolving at a rapid pace. The power of AI models is increasing, systems are becoming more modular and interfaces are becoming more open. But there’s no need for hasty decisions. It is important to have a strong partner who can honestly assess what is already possible today and what is not yet possible. Being well prepared allows you to take quicker and more targeted action down the line.
Turning intention into action: what Agentic Commerce looks like today
Agentic Commerce describes a system in which AI agents act autonomously on behalf of users. They understand objectives, make decisions and carry out actions without any of the intermediate steps having to be initiated manually. Humans set the course, and the AI agent implements it.
In turn, this changes the role of the user. The future of commerce isn’t about filling in forms or clicking buttons – it’s about systems that understand objectives and context, and act intelligently and proactively to get things done.
Many current solutions remain assistive: they support decisions, but do not make them independently. The difference is crucial. Real Agentic AI begins where systems move beyond advice and take action based on context, the individual and the goal.
What Agentic Commerce is and what it isn't
Agentic Commerce is not just another AI hype trend or an isolated feature, nor is it designed to replace teams. Automation isn’t about speeding up tasks; it’s about rethinking how you do them. Rather than simply preparing decisions, systems now take an active role, and at peak performance, they anticipate and learn as they go. And yet: control remains with humans. Systems inspire trust when they are transparent, their logic is clear, and users stay in control.
Requirements for Agentic Commerce
For Agentic Commerce to work, it needs more than just technology. Three key prerequisites:
- Accessible real-time data – the foundation for smarter, faster decisions.
- Adaptability through feedback – AI agents must learn from engagements and outcomes to improve over time.
- Flexible, open system architecture – APIs, modular platforms, and interoperable components are vital if agentic systems are even to be made possible.
Owned vs. Non-Owned Experiences
Current Agentic Commerce applications are primarily emerging in so-called owned experiences – that is, within platforms controlled by a company, such as online shops or apps. This allows AI agents to suggest products, customise content or automate services, for example.
At the same time, the first non-owned experiences are also emerging – for example, in answer engines such as ChatGPT, Google Gemini or Perplexity. Here, external AI agents assist customers, research products, or even place orders. For companies, this means that agents are acting outside their own platform, shifting control over the purchasing process. Although integration between these ecosystems is still in its early stages, it is advancing at pace.
Where Agentic Commerce delivers real value
The potential of Agentic Commerce is most evident in complex, data-driven processes.
In the B2C sector, intelligent agents create personalised shopping baskets, adapt customer journeys in real time, or generate dynamic product descriptions, all tailored to customer engagement, the context of the purchase, and the channel used.
In the B2B context, AI agents automate procurement, check suppliers against internal guidelines and ESG criteria, or compare quotes in real time, including contract details and delivery deadlines.
Where Agentic Commerce is already in use
At novomind, we are already implementing many of these principles today. For example, through:
- Conversational AI that can understand customer service issues and automate processes.
- Recommendation engines that not only recommend products but also recognise contexts
- AI-powered content creation that generates high-quality, channel-specific content from product data
Agentic Commerce is therefore no longer a concept for the distant future; in fact, initial elements are already being integrated into everyday operations.
Challenges: barriers to implementing Agentic Commerce
Despite significant progress, Agentic Commerce is still in its early stages. Companies face key questions that need strategic answers:
- How good is our data?
Without a robust, networked data infrastructure, every AI agent becomes a black box. - So how do we build trust?
Decisions must be transparent and verifiable, both for internal teams and for customers. - How energy-efficient are our solutions?
Generative AI is computationally intensive – a sustainable solution requires a technological foundation that evolves with it. - Who bears responsibility and where do we draw the line?
Companies must clearly define which decisions agents are allowed to make and where humans intervene.
Differentiation in the age of autonomous systems
As decisions become beyond human control, brands must reconsider their traditional marketing techniques if they are to effectively engage with customers. Visibility must also be machine-readable.
This means companies must structure their strengths in a way that AI agents can recognise and evaluate. This includes measurable service promises such as guaranteed delivery times, return windows, ESG certifications, or personalised offers based on engagement data.
The combination of emotional relevance for humans and structured relevance for machines is becoming the central differentiation strategy in the age of Agentic Commerce.
Agentic Commerce is a change in business practice, not a product
Businesses looking to implement Agentic Commerce don’t need a ready-made all-in-one solution; they need a clear strategy. The change affects technology, organisation and corporate culture in equal measure. Monolithic systems, a lack of interfaces, or unclear responsibilities often hinder any real autonomy from the outset.
At the same time, being open to new roles and responsibilities is also important. Agentic Commerce means delegating operational tasks and taking on new, more strategic functions. Only then can sustainable value be created.
Conclusion: what Agentic Commerce means today
Agentic Commerce is an exciting development, but not yet standard practice. Initial implementations have demonstrated what is possible. However, much of it is still in the experimental stage. Those who join today should not expect to be handed ready-made solutions on a plate. Instead, they should develop a good sense of what is and isn’t realistic (yet).
What matters now:
- Understanding what Agentic Commerce can do and where its current limitations lie
- Critically examine existing processes and data: What can be automated, and what cannot?
- Gain experience through small pilot projects
- Have a reliable technology partner at your side – one that provides honest advice and thinks ahead.
Agentic Commerce isn’t mandatory, and it’s certainly no cause for alarm. But those who inform themselves and prepare thoroughly today will be able to act more quickly and confidently in the future.