Online shoppers often search for products, compare prices, check delivery options, and complete purchases. Artificial intelligence (AI) agents can take over some, if not all, of those tasks.

A customer might ask an agent to replenish household supplies within a budget or find a product that meets specific requirements, allowing the software to handle much of the shopping process. This approach, called agentic commerce, could change relationships among consumers, retailers, and technology companies.

Some retailers see an opportunity to reach customers through the AI tools they already use. Others worry about security, order accuracy, and losing control of an important customer touchpoint.

What Makes an AI Agent Different?

A chatbot can recommend products, but a shopping agent can also take action. Depending on its capabilities and permissions, an agent might compare alternatives, add items to a cart, or complete a purchase on a customer’s behalf.

The degree of independence an agent has makes a difference to the shopping experience. An agent that suggests laundry detergent leaves the purchase decision with the customer. An agent authorized to reorder detergent makes that decision within limits established in advance.

Consumers could benefit by spending less time on routine purchases. However, convenience depends on accuracy. An agent must understand requirements such as package size, delivery timing, product preferences, and the total budget. Mistakes could increase returns, disputes, and customer-service costs.

Walmart Opens the Door

Walmart announced tools designed to let customers authorize outside AI agents to shop through their Walmart accounts. Customers could require approval for every transaction or permit purchases within a spending limit. Agents would receive the same prices as human shoppers, and normal return policies would apply.

Walmart’s planned Agent Profiles would identify purchases made by agents separately from purchases made directly by the customer. Restrictions would prevent agents from viewing payment card details. The approach treats outside agents as another way for customers to reach Walmart. Rather than requiring shoppers to begin with Walmart’s own website or app, the retailer could make sales through whichever AI assistant a customer prefers.

Why Other Retailers Are Cautious

Amazon has taken a more cautious approach to outside shopping agents due to concerns involving security, privacy, and the handling of customer account information. Blocking outside agents also helps Amazon preserve direct interactions with shoppers, including opportunities to advertise and recommend additional products.

QVC welcomes shopping agents as a potential discovery and sales channel. Tapestry, the parent company of Coach and Kate Spade, allows agents to browse but has withheld permission to complete purchases because of concerns including fraud and bots tying up inventory.

These decisions reflect different competitive positions. A retailer seeking new customers might welcome an additional sales channel. A company with an established shopping ecosystem such as Amazon may see greater value in keeping customers within that system.

Businesses that are proactively preparing for an agentic future are working to make product information easier for AI systems to find and interpret. Detailed product specifications, clear descriptions, and information about prices and shipping policies could become increasingly important when agents compare alternatives. While human shoppers may be drawn to attractive images or emotional appeals, AI shopping agents rely on data to compare products.

Convenience Comes with Trade-Offs

An outside agent introduces another intermediary between the retailer and the customer. This could make it harder for merchants to understand shoppers’ preferences and behavior. Not to mention, technology companies operating agents could gain influence over which products consumers encounter.

Adoption remains uncertain. Some customers may welcome help with repetitive purchases while wanting direct control over clothing, gifts, or expensive products. Retailers, therefore, face a balancing act: Preparing for a potentially valuable channel while protecting customer trust and maintaining reliable operations. Gaining a competitive advantage will depend on making the entire process dependable

In the Classroom

This article can be used to discuss how AI shopping agents affect digital marketing, customer relationships, and privacy (Chapter 13: Digital Marketing and Social Media), as well as information search and evaluation of alternatives in the buying decision process (Chapter 11: Customer-Driven Marketing).

Discussion Questions

  1. How can AI shopping agents change the way customers search for information and compare products?

  2. Why have Walmart and Amazon taken different approaches to allowing outside AI shopping agents?

  3. What benefits and risks do AI shopping agents create for retailers and their customer relationships?

This article was developed with the support of Kelsey Reddick for and under the direction of O.C. Ferrell, Linda Ferrell, and Geoff Hirt.