Agentic Commerce:
When AI no longer recommends, but decides
E-commerce and digital procurement are facing the next stage of evolution.
Following online shops, mobile commerce, and conversational interfaces, a paradigm shift is now underway that goes deeper than a new front end: agentic commerce.
Autonomous AI agents no longer act solely in an advisory capacity, but actively take on tasks throughout the entire customer journey – from identifying needs to comparing offers to completing transactions.
For companies, this means a fundamental change in the rules of the game.
What is agentic commerce?
Agentic commerce describes a model in which AI agents act on behalf of users.
These agents understand goals, preferences, and framework conditions—and make independent decisions based on this information.
A simplified example:
“I need new insurance.”
The agent analyzes the need, compares offers, reads the terms and conditions, assesses risks, and suggests the best option—or takes out the policy directly.
The human defines the goal. The AI takes care of the operational implementation. Relevant fundamentals come from, among others:
- Autonomous AI Systems (Research & Industry)
- Conversational AI & Large Language Models
- Agent-based Architectures
Why Agentic Commerce is more than just a trend
In traditional digital commerce, companies optimize for attention, emotion, and conversion. In Agentic Commerce, the focus shifts:
It is no longer people who buy—it is their AI agents.
This has far-reaching consequences:
- Decisions become more rational.
- Prices are evaluated algorithmically.
- Offers are compared automatically.
Trust is created through data, structure, and logic—not through marketing promises.
Gartner believes that autonomous agents will play a central role in digital decision-making processes in the coming years, especially in the B2B environment.
What specifically will change for companies?
1. New rules for visibility
Products and services must be understandable for machines:
- Structured data
- Clear performance parameters
- Transparent prices and conditions
- Standardized interfaces
SEO is evolving into AEO – Answer Engine Optimization:
Not only humans need to find offers, but also AI agents.
2. Strategy: From conversion to decision compatibility
Marketing and sales must ask themselves:
- Why should an agent choose our offer?
- What criteria are relevant to them?
- How comparable are we really?
Emotional brand management alone is no longer enough.
3. Trust is redefined
Trust becomes less emotional and more:
- Comprehensible
- Data-based
- Reproducible
- Certifications, structured service descriptions, and clear logic are becoming increasingly important.
How can companies prepare?
Agentic commerce is not a “plug-and-play” topic. But there are concrete steps that can be taken:
Short term
- Check data quality
- Structure offers
- Evaluate APIs and interfaces
Medium term
- Develop agent-compatible product logic
- Document decision logic
- Define use cases for AI agents
Strategically
- Rethink business models
- Question the role of marketing & sales
- Adapt technological architecture
McKinsey describes autonomous agents as one of the most important levers for productivity gains and new value chains in digital business.
Agentic commerce in B2B and the public sector
The potential is enormous, especially in the B2B environment and for public sector clients:
- Complex decision-making processes
- Many comparison criteria
- High documentation costs
Agents can:
- Simplify procurement
- Accelerate decision-making processes
- Reduce errors and media breaks
Conclusion: Agentic commerce is changing not only purchasing but also the market
Agentic commerce is not a pipe dream. The technological foundations are already in place. The crucial question is not:
“Is it coming?” But rather: “Is our company prepared to trade with AI agents instead of just humans?”
Companies that start making their offerings, data, and processes agent-enabled today are securing a strategic advantage. Because agentic commerce is not only changing how people buy—it's changing who makes the decisions.
“Is your company agent-ready?”
Let's take a look at where you stand – with no strings attached and a pragmatic approach.