AI agents are reshaping e-commerce market power and brand visibility.

Event Overview

AI agents are moving from the experimental phase into full commercial execution. According to the latest research by PwC and the National Retail Federation (NRF), AI agents are no longer just conversational interfaces; they are beginning to automate transactions by connecting real-time inventory, pricing, fulfillment, payment, and product data ecosystems through standardized protocols. This trend is being called "Agentic Commerce" by the industry, and it is reshaping the power structure and brand visibility in the retail sector.

Market Background

For years, retailers have continuously invested in the modernization of cloud infrastructure, data platforms, and digital commerce systems, laying the foundation for the large-scale deployment of AI agents. At the same time, the emergence of interoperability standards such as Google’s "Universal Commerce Protocol" enables AI agents to execute transactions across different platforms. Eric Shea, Director of Customer and Commerce Excellence at PwC US, pointed out that the infrastructure layer has finally begun to mature this year, with AI agents no longer operating as isolated chat interfaces but connecting to real-time data systems through standardized API frameworks.

Consumer behavior is also driving this change. Shoppers increasingly expect frictionless, personalized, and conversational experiences. AI agents are becoming the orchestration layer connecting intent and transactions, handling everything from answering product questions to completing orders, payments, and logistics tracking.

Platform and Brand Impact

Platforms: From Search to Agent Scheduling

The role of search engines and e-commerce platforms is shifting. Traditionally, platforms determined brand exposure through search result pages, but AI agents, acting as "digital gatekeepers," control which products are recommended, compared, or even directly purchased—often without direct human intervention. Standards like Google’s Universal Commerce Protocol are granting agents unprecedented data access, which will redefine channel power.

Brands: Visibility Crisis and Opportunity

The core challenge for brands is: when AI agents become the filter for consumer decisions, how can they ensure their products are "seen"? Visibility strategies that once centered on keyword bidding and SEO may need to shift toward structured data optimization and agent adaptation. Brands need to ensure that their product data, inventory, and pricing information can be accurately read and prioritized by AI agents. Otherwise, even excellent product quality may be marginalized in agent-led shopping journeys.

Sellers and Consumers

For small and medium-sized sellers, Agentic Commerce may intensify the Matthew effect—large brands are more likely to be recommended by agent algorithms. Consumers benefit from greater efficiency and personalization, but may face the risk of a narrowed selection range, as agents filter based on historical data and preset rules.

Consumer Trend AnalysisConsumers' desire for "frictionless shopping" is accelerating the adoption of agents. PwC's observations show that users have exhibited a clear behavioral shift toward increasing shopping intent in AI prompts. Agents not only help users compare prices but also can perform repeat purchases, subscription management, and even price negotiations on behalf of users. Consumers are increasingly accustomed to delegating decision-making to digital agents, with younger generations showing higher trust in automation.

However, this also sparks discussions about privacy and control. When agents act on behalf of consumers, users' personal data, preferences, and transaction history become more deeply embedded in the platform ecosystem.

Regional Market Impact

North America: The latest digital trends report from the National Retail Federation (NRF) indicates that the penetration rate of AI agents in the U.S. retail industry is accelerating, with large retailers beginning to test agent-driven shopping assistants. Europe: The EU's Artificial Intelligence Act and data privacy regulations may impose additional compliance requirements on agents' automated decision-making, affecting the pace of deployment. Asia: Super apps in China and Southeast Asia (such as WeChat, Alipay, and Shopee) have long embedded intelligent agent features, placing the region in a leading position in payment and fulfillment integration for agent commerce. Other markets: In the Middle East and Latin America, due to high mobile payment penetration, agent commerce is expected to skip desktop and directly enter mobile-native scenarios.

Future Trends

Agent commerce will become a new infrastructure for e-commerce, not a short-term hype. In the coming years, we will see:

• Protocol standardization: More platforms will join universal commerce protocols, forming an interconnected agent network.
• Brand role transformation: Brands need to shift from "attracting users" to "attracting agents," with data governance and structured content becoming core competencies.
• Power redistribution: Companies that control agent interfaces (such as search engines, social platforms, and digital assistants) will gain market power similar to that of current e-commerce platforms.
• Consumer trust game: As agent autonomy increases, user trust in agents will become a new variable for brand loyalty.

Eric Shea of PwC concludes: "Agent commerce is rewriting the center of gravity of retail power. The store that sells products is no longer the sole gatekeeper—digital entities will determine whether products are seen. Brands must prepare for this."