Table of Contents
AI Doesn’t Just Recommend Anymore — It Buys. Welcome to the Agentic Economy
Rye
Aug 7, 2025
4 min read
“Say it and get it.” That’s the new paradigm reshaping e-commerce as we know it.
E-commerce has steadily evolved and transgressed across technologies and mediums since, well, just about the inception of the internet. From the online shopping boom of the mid-1990s alongside the launches of Amazon and eBay, to the proliferation of smartphones and mobile payments in the 2010s, each wave has introduced new ways for consumers to discover and buy. Now, we’re on the precipice of another transformative period — Agentic AI.
Agentic commerce is more than just using AI to recommend products. It enables intelligent digital agents to act on behalf of consumers and merchants, managing entire purchase experiences — from discovery to delivery — autonomously.
E-commerce has steadily evolved and transgressed across technologies and mediums since, well, just about the inception of the internet. From the online shopping boom of the mid-1990s alongside the launches of Amazon and eBay, to the proliferation of smartphones and mobile payments in the 2010s, each wave has introduced new ways for consumers to discover and buy. Now, we’re on the precipice of another transformative period — Agentic AI.
Agentic commerce is more than just using AI to recommend products. It enables intelligent digital agents to act on behalf of consumers and merchants, managing entire purchase experiences — from discovery to delivery — autonomously.
E-commerce has steadily evolved and transgressed across technologies and mediums since, well, just about the inception of the internet. From the online shopping boom of the mid-1990s alongside the launches of Amazon and eBay, to the proliferation of smartphones and mobile payments in the 2010s, each wave has introduced new ways for consumers to discover and buy. Now, we’re on the precipice of another transformative period — Agentic AI.
Agentic commerce is more than just using AI to recommend products. It enables intelligent digital agents to act on behalf of consumers and merchants, managing entire purchase experiences — from discovery to delivery — autonomously.
From “Search and Buy” to “Say and Get”
Traditionally, buying something meant searching, scrolling, clicking, and checking out. But with AI agents becoming more capable, we’re moving toward a faster, more intuitive model: simply express intent, and the agent handles the rest.
These agents serve as intelligent intermediaries — filtering choices, applying preferences, and executing purchases — all in real-time and often without human intervention. Imagine a future where shopping happens in conversation, not in a cart.
The Technology Unlocking Agentic Commerce
Recent innovations like Model Context Protocol (MCP) and Agent2Agent (A2A) frameworks have allowed AI agents to finally coordinate across systems and complete real-world tasks.
These frameworks make it possible for agents to:
Understand context and user preferences
Communicate with other agents or tools
Access live inventory and transaction systems
Automate complex sequences (e.g., compare prices, place orders, track delivery)
Safely authorize on behalf of all users
We’re seeing companies like Visa begin adapting their global commerce infrastructure to accommodate agentic interactions. Likewise, PayPal has launched an Agent Toolkit, allowing developers to build full commerce workflows — inventory management, payments, refunds — directly into AI agents. At the same time, ChatGPT (via OpenAI) is becoming a core interface for agentic shopping, enabling users to discover, compare, and even purchase products entirely through conversational interactions. Perplexity and Google Shopping are also integrating commerce into their AI assistant experiences, allowing users to buy products or services seamlessly within the same chat thread where they perform research — eliminating the need to switch between platforms or apps.
Recent innovations like Model Context Protocol (MCP) and Agent2Agent (A2A) frameworks have allowed AI agents to finally coordinate across systems and complete real-world tasks.
These frameworks make it possible for agents to:
Understand context and user preferences
Communicate with other agents or tools
Access live inventory and transaction systems
Automate complex sequences (e.g., compare prices, place orders, track delivery)
Safely authorize on behalf of all users
We’re seeing companies like Visa begin adapting their global commerce infrastructure to accommodate agentic interactions. Likewise, PayPal has launched an Agent Toolkit, allowing developers to build full commerce workflows — inventory management, payments, refunds — directly into AI agents. At the same time, ChatGPT (via OpenAI) is becoming a core interface for agentic shopping, enabling users to discover, compare, and even purchase products entirely through conversational interactions. Perplexity and Google Shopping are also integrating commerce into their AI assistant experiences, allowing users to buy products or services seamlessly within the same chat thread where they perform research — eliminating the need to switch between platforms or apps.
Recent innovations like Model Context Protocol (MCP) and Agent2Agent (A2A) frameworks have allowed AI agents to finally coordinate across systems and complete real-world tasks.
These frameworks make it possible for agents to:
Understand context and user preferences
Communicate with other agents or tools
Access live inventory and transaction systems
Automate complex sequences (e.g., compare prices, place orders, track delivery)
Safely authorize on behalf of all users
We’re seeing companies like Visa begin adapting their global commerce infrastructure to accommodate agentic interactions. Likewise, PayPal has launched an Agent Toolkit, allowing developers to build full commerce workflows — inventory management, payments, refunds — directly into AI agents. At the same time, ChatGPT (via OpenAI) is becoming a core interface for agentic shopping, enabling users to discover, compare, and even purchase products entirely through conversational interactions. Perplexity and Google Shopping are also integrating commerce into their AI assistant experiences, allowing users to buy products or services seamlessly within the same chat thread where they perform research — eliminating the need to switch between platforms or apps.
Three Shifts Redefining Shopping
1. AI agents become proactive personal shoppers
Where previous assistants simply reacted to commands, AI agents are now learning habits, monitoring needs, and anticipating purchases. They can re-order essentials, find alternatives, and optimize for price or timing — all in the background.
2. Commerce moves beyond websites and apps
A business’s product catalog must now be machine-readable and discoverable across AI platforms. It’s no longer enough to have a great storefront — brands need to meet customers inside voice assistants, messaging apps, social feeds, and intelligent agents.
3. The customer journey begins and ends inside AI
Today’s consumer might start their search in an AI-powered chat and finish their purchase without ever leaving it. That means the entire funnel — from discovery to conversion — is shifting inside AI interfaces. Businesses must rethink where their brand is seen and how their products are selected.
1. AI agents become proactive personal shoppers
Where previous assistants simply reacted to commands, AI agents are now learning habits, monitoring needs, and anticipating purchases. They can re-order essentials, find alternatives, and optimize for price or timing — all in the background.
2. Commerce moves beyond websites and apps
A business’s product catalog must now be machine-readable and discoverable across AI platforms. It’s no longer enough to have a great storefront — brands need to meet customers inside voice assistants, messaging apps, social feeds, and intelligent agents.
3. The customer journey begins and ends inside AI
Today’s consumer might start their search in an AI-powered chat and finish their purchase without ever leaving it. That means the entire funnel — from discovery to conversion — is shifting inside AI interfaces. Businesses must rethink where their brand is seen and how their products are selected.
1. AI agents become proactive personal shoppers
Where previous assistants simply reacted to commands, AI agents are now learning habits, monitoring needs, and anticipating purchases. They can re-order essentials, find alternatives, and optimize for price or timing — all in the background.
2. Commerce moves beyond websites and apps
A business’s product catalog must now be machine-readable and discoverable across AI platforms. It’s no longer enough to have a great storefront — brands need to meet customers inside voice assistants, messaging apps, social feeds, and intelligent agents.
3. The customer journey begins and ends inside AI
Today’s consumer might start their search in an AI-powered chat and finish their purchase without ever leaving it. That means the entire funnel — from discovery to conversion — is shifting inside AI interfaces. Businesses must rethink where their brand is seen and how their products are selected.
Why Context (and Trust) Matters
The power of agentic commerce lies in contextual intelligence. Unlike traditional marketplaces, agents understand user intent, habits, and constraints. That’s why businesses that integrate deeply with these systems — making product data accessible, prices transparent, and delivery logistics reliable — will win.
This shift also demands trust. Consumers must believe their agents are acting safely and accurately on their behalf. That trust extends to the systems and brands behind each transaction.
The power of agentic commerce lies in contextual intelligence. Unlike traditional marketplaces, agents understand user intent, habits, and constraints. That’s why businesses that integrate deeply with these systems — making product data accessible, prices transparent, and delivery logistics reliable — will win.
This shift also demands trust. Consumers must believe their agents are acting safely and accurately on their behalf. That trust extends to the systems and brands behind each transaction.
The power of agentic commerce lies in contextual intelligence. Unlike traditional marketplaces, agents understand user intent, habits, and constraints. That’s why businesses that integrate deeply with these systems — making product data accessible, prices transparent, and delivery logistics reliable — will win.
This shift also demands trust. Consumers must believe their agents are acting safely and accurately on their behalf. That trust extends to the systems and brands behind each transaction.
The Road Ahead
It’s estimated that 25% of e-commerce transactions will be handled by AI agents by 2030. That means the window for early adoption is now. Rye’s Universal Checkout API is here to meet the moment, offering the industry’s only fully automated, privacy- and safety-forward, low-latency checkout API that works with any merchant.
The big question for brands and businesses isn’t whether agentic commerce will change the game — it’s whether you’ll be leading the charge or scrambling to catch up. Companies already experimenting with agent tools and protocols are laying the groundwork for dominance in the next era of shopping.
It’s estimated that 25% of e-commerce transactions will be handled by AI agents by 2030. That means the window for early adoption is now. Rye’s Universal Checkout API is here to meet the moment, offering the industry’s only fully automated, privacy- and safety-forward, low-latency checkout API that works with any merchant.
The big question for brands and businesses isn’t whether agentic commerce will change the game — it’s whether you’ll be leading the charge or scrambling to catch up. Companies already experimenting with agent tools and protocols are laying the groundwork for dominance in the next era of shopping.
It’s estimated that 25% of e-commerce transactions will be handled by AI agents by 2030. That means the window for early adoption is now. Rye’s Universal Checkout API is here to meet the moment, offering the industry’s only fully automated, privacy- and safety-forward, low-latency checkout API that works with any merchant.
The big question for brands and businesses isn’t whether agentic commerce will change the game — it’s whether you’ll be leading the charge or scrambling to catch up. Companies already experimenting with agent tools and protocols are laying the groundwork for dominance in the next era of shopping.
In Conclusion
Agentic commerce marks the transition from reactive buying to intelligent, proactive assistance. It's not a feature — it’s a redefinition of the customer experience.
Whether you’re a solo entrepreneur or a global retailer, the time to prepare for this future is today. Start by asking:
Are your products accessible to AI agents?
Can your systems support autonomous transactions?
Is your brand optimized for discovery within AI conversations?
Because in the future of commerce, AI won’t just support decisions — it will make them.
Agentic commerce marks the transition from reactive buying to intelligent, proactive assistance. It's not a feature — it’s a redefinition of the customer experience.
Whether you’re a solo entrepreneur or a global retailer, the time to prepare for this future is today. Start by asking:
Are your products accessible to AI agents?
Can your systems support autonomous transactions?
Is your brand optimized for discovery within AI conversations?
Because in the future of commerce, AI won’t just support decisions — it will make them.
Agentic commerce marks the transition from reactive buying to intelligent, proactive assistance. It's not a feature — it’s a redefinition of the customer experience.
Whether you’re a solo entrepreneur or a global retailer, the time to prepare for this future is today. Start by asking:
Are your products accessible to AI agents?
Can your systems support autonomous transactions?
Is your brand optimized for discovery within AI conversations?
Because in the future of commerce, AI won’t just support decisions — it will make them.
FAQs
Q: What is agentic commerce?
Agentic commerce is a new era of e-commerce where AI agents autonomously handle the entire shopping journey — from discovery and recommendations to checkout and delivery.
Q: How does agentic AI change online shopping?
Agentic AI transforms shopping by letting consumers simply express intent (“say and get”) while intelligent agents filter choices, compare prices, and complete purchases in real time.
Q: Why should businesses prepare for agentic commerce now?
Businesses should prepare for agentic commerce today because by 2030, an estimated 25% of all e-commerce transactions will be powered by AI agents.
Q: What is agentic commerce?
Agentic commerce is a new era of e-commerce where AI agents autonomously handle the entire shopping journey — from discovery and recommendations to checkout and delivery.
Q: How does agentic AI change online shopping?
Agentic AI transforms shopping by letting consumers simply express intent (“say and get”) while intelligent agents filter choices, compare prices, and complete purchases in real time.
Q: Why should businesses prepare for agentic commerce now?
Businesses should prepare for agentic commerce today because by 2030, an estimated 25% of all e-commerce transactions will be powered by AI agents.
Q: What is agentic commerce?
Agentic commerce is a new era of e-commerce where AI agents autonomously handle the entire shopping journey — from discovery and recommendations to checkout and delivery.
Q: How does agentic AI change online shopping?
Agentic AI transforms shopping by letting consumers simply express intent (“say and get”) while intelligent agents filter choices, compare prices, and complete purchases in real time.
Q: Why should businesses prepare for agentic commerce now?
Businesses should prepare for agentic commerce today because by 2030, an estimated 25% of all e-commerce transactions will be powered by AI agents.
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