As of early 2026, consumer behavior is rapidly changing, driven by advancements in artificial intelligence (AI) technologies. A year-long experiment with AI systems to purchase a simple toaster highlighted the gap between research capabilities and transaction execution. Despite the AI’s ability to generate lists of potential options, it fell short in confirming prices, stock availability, or facilitating the purchase, prompting the user to revert to Amazon for the transaction. This scenario underscores a broader marketplace failure rather than a technology shortcoming, revealing that while AI excels at research, it struggles with executing purchases.
The findings from a recent PYMNTS Intelligence report indicate that 41% of consumers have utilized dedicated AI platforms for product discovery, with a significant 33% reporting a complete replacement of their previous shopping methods. In December 2025, reliance on AI interfaces surged, with 34% of power users choosing AI as their primary shopping method—up from 22% the previous month. This quick shift signifies not just an upgrade in consumer habits, but a foundational change in how buyers approach shopping. Instead of sifting through links and advertisements, consumers receive structured, conversational responses that refine their buying decisions.
However, while AI’s prowess in research is evident, the transition from research to purchase remains clunky. Consumers complete their transactions elsewhere after using AI for product discovery. This lack of integration raises critical questions about the future of agentic commerce—a term that encapsulates AI’s potential to act as a personal shopping assistant capable of delivering not only recommendations but also facilitating purchases within the same platform.
Entities like Google and Shopify, once seen as leaders in e-commerce, are now facing significant challenges. Google, despite reporting a 17% year-over-year growth in search revenue for Q4 2025, is losing its grip on the initial stages of consumer research. The shift to AI platforms for product discovery means many consumers are bypassing Google altogether. Google’s attempts to create a comprehensive commerce experience through initiatives like the Universal Commerce Protocol aim to integrate trusted partners into its AI-driven ecosystem, allowing for transactions within Google’s products while maintaining relationships with retailers. However, these strategies emphasize Google’s struggle to reclaim its dominance in the changing landscape.
Shopify, once the favored alternative to Amazon, is also under pressure. A key partnership with OpenAI for native checkout has dissolved, leaving Shopify without a significant competitive edge as AI-driven shopping evolves. While Shopify is attempting to position itself as a versatile infrastructure player for agentic commerce, its current lack of fulfillment networks and consumer trust puts it at a disadvantage against giants like Amazon.
Amazon is currently leading the charge in agentic commerce, having established an ecosystem that seamlessly connects research and transactions. Its AI shopping assistant, Rufus, effectively drives consumer purchasing behavior, with users reportedly 60% more likely to complete purchases than non-users. The introduction of Shop Direct, enabling Prime subscribers to buy from various merchants using their Amazon credentials, further solidifies Amazon’s position. This strategy not only expands Amazon’s marketplace but also ensures all transactions flow through its infrastructure, enhancing its control over the consumer purchasing journey.
Walmart is leveraging its existing resources to tap into the agentic commerce trend by integrating its catalog with Google’s Gemini system. This approach aims to attract new customers who may not utilize traditional search queries. However, the inherent risk remains that consumers may be directed to competitors during their shopping journey, a challenge that all players in this space must navigate.
As AI continues to develop, the gap between consumer readiness for agentic commerce and the existing commercial infrastructure remains stark. Closing this gap necessitates comprehensive strategies that go beyond mere technological advancements. Establishing robust business models for catalog access, aligning merchant incentives with consumer trust, and creating governance frameworks will be essential. The ongoing evolution of consumer habits indicates that a significant opportunity awaits those who can effectively bridge this divide.
The landscape of agentic commerce is rapidly evolving, with consumer demand for solutions that simplify the shopping experience becoming increasingly apparent. While AI’s role in this transformation is undeniable, the industry must work collectively to ensure the necessary infrastructure is in place to support these new consumer behaviors. The coming months will be pivotal in determining who can successfully navigate these challenges, as the future of commerce hinges on the ability to deliver a seamless buying experience.
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