46% of US genAI assistant users are resistant to both AI advertising and agentic AI commerce, more than the share open to either format, according to a January survey from Mod7 Research Strategy.

55% of US enterprise ecommerce decision-makers measure agentic commerce success by revenue growth, the top KPI in Logicbroker's December 2025 study and the only metric cited by a majority.

As retailers push into agentic commerce, success may hinge less on the technology itself and more on how quickly consumers are willing to change their habits.

Both Google Pay and the BNPL firms may get a lift from AI- and installment-eager Gen Zers.

Retail strategy is getting more complex, but the customer journey isn’t necessarily getting better. As brands invest in new channels, emerging tech, and reimagined experiences, many are still falling short on the fundamentals that actually drive discovery, conversion, and loyalty.

Apple turns AI gatekeeper: Letting users pick LLMs limits liability but risks fractured brand experiences.

Agent trust crunch: Enterprises find AI agent identity, measurement, and governance are the new roadblocks to scale.

It continues to lean into crypto, agentic solutions—even as consumer adoption stalls.

They see stablecoin rails as the future, with added services like marketing lifting revenues

Security and privacy concerns top the list of infrastructure barriers to agentic commerce adoption at 42.5%, edging out data quality/readiness (40.2%), according to a December 2025 survey from Logicbroker.

David’s Bridal shoppers can now make purchases within ChatGPT or Microsoft Copilot, another signal that retail at large is headed on an AI-enabled path.

Data-rich insights from FMNs give advertisers purchase attribution over intent—and new ad venues give media networks a chance to showcase their utility.

The lack of a standard definition for agentic commerce reveals a fundamental split in how the industry is preparing for AI’s role in shopping

As agentic commerce gears up to reality, Amex wants to make its app the center of members’ shopping lives.

The path to purchase describes how consumers move from initial awareness to buying a product or service. In 2026, that journey looks nothing like the linear funnel marketers once relied on. Generative AI (genAI) tools, social commerce platforms, and compressed decision cycles are creating new routes to conversion that bypass traditional search-and-browse patterns. This FAQ examines what is driving these shifts and how marketers can adapt.

This FAQ covers what agentic commerce is, who the key players are, and what brands and advertisers should do about it.

The ecommerce playbook is changing as AI disruptors reshape the path to purchase. In this video, Principal Analyst Sky Canaves explores how discovery, decision-making, and loyalty are evolving—and what retailers and brands must do to stay competitive.

Retailers face a critical challenge in the age of AI: Understanding which of three emerging consumer types deserves their attention and investment today versus which remains largely theoretical.