Agentic commerce

SAP and Google Cloud are partnering to integrate AI into enterprise commerce. Their new agentic commerce architecture unifies data, AI, and operations, enabling autonomous agents to manage the retail lifecycle. Leveraging the Universal Commerce Protocol and bidirectional data flows with BigQuery, this solution streamlines customer interactions, personalizes marketing with Gemini, and synchronizes inventory in real-time, enhancing efficiency and customer engagement without costly infrastructure changes.

Coinbase has launched “Coinbase for Agents,” enabling AI models like ChatGPT to execute cryptocurrency trades and autonomous payments using natural language. This tool leverages Coinbase’s x402 protocol for machine-to-machine payments, facilitating tasks like accessing research and compute resources without human intervention. The move aims to position AI agents as future economic drivers and financial actors, with Coinbase benefiting from trading fees and payment processing.

Gap is pioneering “agentic commerce” through a partnership with Google’s Gemini, allowing shoppers to purchase items directly within the AI. This move addresses evolving consumer behavior towards AI-driven product discovery. Gap will proactively provide product information, ensuring accuracy and control over the customer journey, with transactions processed via Google Pay. This initiative aims to streamline shopping and capture impulse buys in a competitive retail landscape.

Mastercard has demonstrated “agentic commerce,” enabling AI agents to autonomously make purchases without human intervention. This involves AI searching for products, evaluating vendors, and completing transactions using stored credentials. While a controlled demo, it signals a future where software agents, rather than humans, execute purchases, requiring adaptations in business procurement, payment networks, merchant APIs, and security protocols to accommodate machine-driven transactions.

Google is revolutionizing e-commerce with “agentic commerce,” where AI actively makes purchases. The new Universal Commerce Protocol (UCP) enables AI agents to handle transactions, discounts, and payments seamlessly within conversational interfaces. This open standard, developed with major retailers, transforms the shopping journey from “Search-Click-Buy” to “Chat-Then-Buy.” Google’s vast user data and integrated ecosystem provide a significant advantage in this competitive AI commerce landscape, positioning them as a foundational infrastructure provider.

China’s tech giants, including Alibaba and ByteDance, are pioneering “agentic commerce.” Their advanced AI chatbots now autonomously manage shopping tasks, from product recommendations to payment processing, all within a single chat interface. This evolution moves beyond basic AI, enabling autonomous agents to execute user requests with minimal oversight. E-commerce is an early frontier for this technology, with Chinese firms leveraging their integrated ecosystems to gain a competitive edge.

Commerce has endorsed Google’s Universal Commerce Protocol (UCP), enabling direct purchasing across Google’s AI surfaces. This open standard aims to simplify integrations and create a smoother shopping journey from discovery to checkout. Commerce merchants will maintain “merchant of record” status, retaining control over transactions and customer data. This strategic move positions Commerce and its merchants to capitalize on the rise of AI-driven commerce.

Agentic commerce, powered by AI, is poised to revolutionize online shopping. AI agents will autonomously search, compare, and purchase on behalf of consumers, streamlining transactions within conversational interfaces. Payment giants like Visa and Mastercard are building the infrastructure, with widespread adoption anticipated by 2026. This shift promises enhanced consumer experiences and benefits, though it presents challenges in security, liability, and merchant adaptation.

Amazon is adapting to AI’s impact on e-commerce, exploring “agentic commerce” and AI shopping assistants like Rufus. While embracing AI’s potential to reshape shopping, Amazon is also protecting its data through code updates and legal action, navigating a delicate balance between innovation and safeguarding its market position against emerging AI intermediaries.

Instacart has embedded a full checkout flow in OpenAI’s ChatGPT using the Agentic Commerce Protocol, letting users browse, cart and pay for groceries without leaving the chat. Real‑time inventory from local stores and Stripe‑powered payments eliminate the traditional “handoff” friction and reduce hallucination risks. Instacart, an early OpenAI Operator preview partner, also leverages ChatGPT Enterprise and Codex for internal automation and aims to serve as a fulfillment layer for major AI platforms. The feature is live on web, with mobile apps forthcoming, highlighting the need for accurate data, scalable payments, compliance and strong partner ecosystems.