E-commerce is entering a new phase as artificial intelligence moves beyond helping consumers search and compare products towards actively making purchasing decisions on their behalf. Known asagentic commerce, the emerging model involves autonomous AI agents researching products, comparing prices, checking availability and, in some cases, completing transactions according to a shopper’s instructions. For retailers, the change could fundamentally alter how online stores compete for customers. Instead of relying exclusively on consumers visiting websites, browsing categories and comparing products manually, brands increasingly need to ensure their product information can be discovered and understood by AI systems. Major e-commerce technology providers are already developing tools designed for this new environment.