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September 27.2025
3 Minutes Read

Why Major Merchants Are Embracing AI Agents in Commerce

Agentic AI infographic of US/UK eCommerce merchants blocking AI agents

The Rise of Agentic AI: A Game Changer for Retailers

Recent analyses have unveiled a striking divide in the eCommerce landscape regarding AI agents. While major UK and US merchants are embracing artificial intelligence (AI) agents for improved customer engagement and shopping experiences, Amazon is notably an outlier, actively enforcing bot restrictions that stifle competition. This trend reflects a broader shift toward integrating technology in shopping practices, challenging previous beliefs about merchant resistance to these advancements.

Understanding Agentic Commerce

Agentic commerce refers to a system where AI agents play an integral role in the shopping process, acting on behalf of consumers to navigate choices and manage purchases. According to Chris Jones, Managing Director at PSE Consulting, research indicates that most retailers now view these tech-driven facilitators as opportunities rather than threats. Unlike the common misconception that retailers are against AI integration, the findings suggest that they are keen to explore this innovative space, seeking to harness AI's capabilities to enhance customer service and streamline operations.

The Reality of Merchants’ Engagement with AI Agents

Jones' analysis reveals that retailers are not merely avoiding AI agents; they are adapting their business strategies to incorporate them. The study identified that many merchants prioritize identifying and monitoring the activities of these agents. By doing so, retailers can tailor their offerings and marketing strategies to better serve this new customer demographic, which demands a different approach than traditional consumer interactions.

Amazon's Unique Position in the AI Landscape

Despite the positive trend among most merchants, Amazon's behavior sets it apart. The company implements strict bot-blocking measures, including disallowing OpenAI's AI crawler. These actions can be viewed as part of Amazon's strategy to maintain a competitive edge in the market, particularly as they develop their own AI tools, such as their testing chatbot, Rufus. Analysts argue that such restrictions are less about protecting consumer relationships and more about consolidating market power.

Active Bot Blocking: A Double-Edged Sword

Some platforms, including Temu and Wayfair, also adopt active bot-blocking strategies, which inadvertently hinder AI agents yet are based on concerns over traditional bots. While these measures are intended to protect businesses from unwanted data scraping, they may also restrict valuable innovations within the AI agentic ecosystem. Therefore, a balance must be struck that allows for the growth of AI technologies while safeguarding merchants' interests.

The Future of AI in eCommerce

Looking ahead, it is clear that AI agents are set to play a pivotal role in transforming the eCommerce landscape. As retailers expand their understanding of AI’s advantages, they will likely develop new strategies that blend human oversight with automation. The evidence presented highlights an important opportunity for merchants to redefine their relationships with consumers in the age of technology.

Unlocking the Potential of AI Agents

As the utilization of AI in retail expands, the potential benefits could reshape the shopping experience entirely. For companies willing to navigate these waters, understanding the nuances of agentic commerce presents a valuable opportunity. Retailers should anticipate an influx of agents into their operational frameworks and prepare accordingly by developing innovative customer engagement strategies.

What This Means for Retailers

Merchants who welcome AI can expect improved efficiencies and enhanced customer interactions. By treating AI agents as a unique customer segment, businesses can develop strategies tailored to their needs, potentially yielding increased conversions and stronger consumer relationships. Embracing this trend can place retailers ahead of the curve.

In conclusion, as technological advancements continue to reshape the eCommerce landscape, the need for proactive engagement with AI becomes imperative. Retailers must acclimate to these changes to thrive in a world increasingly dominated by AI-driven commerce.

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