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Commerce is on the verge of a full circle moment. In the pre-internet era, buyers and sellers engaged in open market negotiations. Today, those exchanges are implicitly shaped by design, user experience, brand perception, and ease of checkout; subtle forces influencing every purchase decision. Commerce began from human-to-human and evolved into human-to-machine interactions with the introduction of e-commerce. The rise of AI agents marks the next major inflection point as we move towards an even more sophisticated selling environment. AI agents interact on behalf of shoppers, engaging with thousands of stores and catalogues in a matter of seconds to find the best deal, bringing unprecedented speed and convenience to the consumer. On the other hand, merchants face the risk of losing brand loyalty, proximity to customers, or worse, seeing their products and services reduced to commodities in the sea of AI-driven recommendations. In this article we will review the latest developments in agentic commerce from a merchant perspective. We will compare user journeys, potential challenges, implementation models and value creation opportunities.
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