Next Steps for AI Shopping

For two decades, search has driven ecommerce. Whether through Google, Amazon, or on‑site, the sequence was simple: a shopper types a query, compares results, and makes a purchase. Search engine marketing, organic and paid, enhanced performance. That model is evolving. Generative AI “agents” can now help shoppers compare products, prices, and options, often in a single conversational step. Shoppers initiate the interactions; agents then search relevant sites and respond based on the query, past preferences, and purchase history.

What Is Agentic Shopping?

“Agentic” refers to autonomous systems that can independently act and decide. Agentic shopping uses AI agents — ChatGPT, Gemini, Perplexity, Claude — to guide the buying journey for a user. Think of it as a personal shopping assistant that interprets a request, searches multiple retailers, and surfaces relevant product and price options. Retailgentic, the Substack publication of ReFiBuy, a soon-to-launch agentic tool provider, recently published its test of Comet, Perplexity’s AI-driven browser:

Shopper: This bed set is pretty expensive, but I like it. Can you find it cheaper?

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Comet: I searched for a better price on the Allied Home Down Alternative XLT Dorm Kit (comforter, pillow, and mattress pad, Twin XL) and it is still listed at $84.99 at Target — the standard price for this exact bundled set. I didn’t find this specific 3‑piece kit for less elsewhere.

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However, other retail sites (like Kohl’s and Macy’s) offer Twin XL bedding pieces or comforter sets individually.

Instead of hopping from site to site, the shopper gets an answer in one dialog.

Why It Matters

Shoppers are warming to AI shopping, though unevenly by age. A February 2025 New Consumer survey (PDF) of approximately 3,000 U.S. residents found that 64% of Gen Zs (ages late 20s to early 40s) and Millennials (mid-teens to late 20s) are “very” or “somewhat” comfortable interacting with an AI shopping advisor, versus 40% for Gen Xs (mid 40s to early 60s). AI platforms are capitalizing:

• ChatGPT now embeds Shop Pay, Shopify’s hosted checkout and payment tool. Shoppers can discover, evaluate, and purchase goods from Shopify-powered merchants without leaving the chat, turning conversational AI into a sales channel.
• Perplexity’s agent‑led checkout, in partnership with PayPal, enables purchases, travel bookings, and event ticket sales directly in chat.
• Structured product feeds in Perplexity can ingest clean, up‑to‑date product data, such as from beauty brand Ulta (powered by Rithum, the author's employer), for accurate pricing, attributes, and real‑time recommendations.

Next Steps

There’s no definitive AI playbook, but merchants can still prepare.

Audit product data

Universal standards for AI product feeds don’t (yet) exist, but you’re likely in good shape if you already maintain a product feed, such as for Google Shopping. Make sure it includes all key attributes: size, color, material, weight, and use cases.

Track AI visibility

Test how your products appear in genAI platforms. Brands and manufacturers can prompt their name to see how it surfaces. Even better, try prompts that shoppers might use. See how AI ranks or references your products compared with competitors. For example, “Find me the best backpack that fits two days of clothes and fits under an airplane seat” or “List the highest-rated cordless drills from DeWalt under $200.”

Multiple Channels

Widespread use of AI shopping is far from certain. Adoption varies. Younger shoppers are more comfortable, older shoppers less so. Accuracy is uneven. AI can show outdated prices, inventory, and product details, as many are scraping product data, which is prone to errors, instead of using product feeds. In ChatGPT, products unrelated to a query sometimes appear in comparison carousels. AI shopping agents could become an important revenue channel, but they’re not a replacement for direct customer relationships, traditional search, or advertising. Make your product data AI‑ready while continuing to diversify your sales mix. Invest in multiple channels, customer engagement, and building a brand that can thrive regardless of how shoppers discover products.

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Source: Originally published at Practical Ecommerce on August 3, 2025.

Frequently Asked Questions (FAQ)

What is Agentic Shopping?

Agentic shopping utilizes autonomous AI systems, often referred to as AI agents (like ChatGPT, Gemini, or Perplexity), to assist users in their purchasing decisions. These agents can interpret requests, search across multiple retailers, compare products, prices, and options, and provide consolidated responses within a single conversational interface.

How does Agentic Shopping differ from traditional e-commerce search?

Traditional e-commerce relies on users typing explicit search queries into search engines or on retailer websites, then manually comparing results. Agentic shopping automates much of this process. An AI agent acts as a personal shopping assistant, proactively searching and synthesizing information based on user preferences and past behavior, delivering results in a conversational format.

What are the benefits of Agentic Shopping for consumers?

The primary benefit is convenience and efficiency. Shoppers can receive comprehensive product comparisons, price checks, and recommendations in a single interaction, saving time and effort compared to manually navigating multiple websites. It can also lead to better-informed purchasing decisions by surfacing a wider range of options and details.

What are the key AI platforms enabling Agentic Shopping?

Prominent AI platforms enabling agentic shopping include OpenAI's ChatGPT, Google's Gemini, Perplexity AI, and Anthropic's Claude. These platforms are integrating features that allow for direct product discovery, comparison, and even purchasing within their conversational interfaces.

What are the challenges or limitations of Agentic Shopping?

Challenges include the uneven accuracy of AI-generated information, as some agents may still rely on web scraping which can lead to outdated prices or product details. Additionally, the adoption rate can vary across different age demographics, with younger generations showing more comfort with AI interactions. Ensuring data privacy and security is also an ongoing concern.

How can merchants prepare for the rise of Agentic Shopping?

Merchants should focus on ensuring their product data is accurate, complete, and easily accessible in structured feeds. They should also actively monitor how their products are represented on AI platforms by testing various search prompts that potential customers might use. Diversifying sales channels and focusing on customer relationships remain crucial alongside adapting to AI-driven commerce.

Crypto Market AI's Take

The evolution from traditional search to agentic shopping represents a significant shift in how consumers interact with online retail. At AI Crypto Market, we see a parallel in how AI is transforming the financial landscape. Our platform leverages AI agents and advanced algorithms not just for market analysis and trading, but also to provide users with sophisticated insights and tools. Just as agentic shopping aims to streamline the consumer journey, our AI-driven solutions aim to simplify the complexities of cryptocurrency trading and investment. We believe that by providing accurate data, intelligent automation, and a user-friendly interface, we can empower individuals and businesses to navigate the crypto market with greater confidence and efficiency. Our focus on AI integration across news, trading, and personal finance underscores our commitment to leveraging these technologies to enhance financial decision-making and accessibility.

More to Read:

• AI Agents: The Future of Business Automation and Customer Engagement
• The Evolution of AI in Personal Finance
• Navigating the Crypto Market with AI-Powered Trading Bots