Agentic commerce refers to AI-powered agents that can autonomously search, compare, decide, and complete purchases on behalf of users based on preferences and goals. It transforms shopping from manual browsing to intent-driven, automated transactions across platforms.

Search Engine Journal VIP contributor Kevin Indig has published an article answering the question, ‘How Do You Compete In Agentic Commerce?’.

He says, “Agentic commerce acts as a “great filter,” so to speak, for marketing arbitrage, transforming organic search from a source of cheap traffic into the mandatory gatekeeper of AI verification.

The signal is already visible in the noise. During the 2025 holiday season, AI agents powered 20% of retail sales. Even allowing for loose definitions, the era of agentic commerce has arrived.

All major LLMs now offer direct checkout and new commerce protocols:

  1. ChatGPT has Instant Checkout with Shopify and Etsy, and ACP (Agentic Commerce Protocol).
  2. Microsoft Copilot uses ACP and offers Copilot Checkout with PayPal, Shopify, and Stripe.”

How Do You Compete In Agentic Commerce?

Search Engine Journal