Agentic commerce will reward the fastest learners, not the biggest retailers

It’s taken over 20 years for e-commerce to get to 16% of global retail sales. If we draw a parallel, agentic commerce will be much faster. I predict we’ll get to 10% in three to five years.

The mass consumer adoption of AI technologies, whether that’s OpenAI’s ChatGPT with 800 million weekly active users or Google AI with 1.5 billion monthly active users, means there’s a huge, scaled audience already for agentic commerce.

Brands are recognising that these are new interfaces...