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.

Agentic shopping could account for more than a quarter of ecommerce spending within the next few years, according to a September 2025 Boston Consulting Group report. But that potential hinges on retailers integrating AI into the shopping journey in ways that feel beneficial to consumers.

AI is collapsing discovery and checkout into one flow, shifting control of payments upstream. New protocols, agent logic, and data control will decide which payment providers capture value.

New terms shift liability to customers as Gemini integration nears.

For brands, that means stronger customer experience and leaner operations could distinguish winners from laggards.

AI is reshaping how people discover, evaluate, and buy products. As assistants and emerging agents take on more of the shopping journey, retailers must rethink how they surface products and compete for influence in the purchase journey.

As Coinbase’s main business lags, stablecoins and agentic commerce offer an alternate revenue stream.

UCP adds carts and loyalty perks, but it may not be enough to move the needle on AI platform checkouts.

The shift increases checkout friction on the AI platform, slowing adoption and putting the onus on retailers.

Intelligent Authorization streamlines acquirers’ processing for a new era of commerce.

Education solutions company Sallie has launched Backpack Media, an education media network that offers marketers access to Gen Z and Gen Alpha students and the families influencing their purchasing decisions across Sallie’s owned properties, the open web, and CTV.