"A useful term for the ongoing debate over if and when agentic shopping - as in, people assigning agents the latitude and payment info to make purchases on their behalf - will actually happen. Unlike "illusion," say, or a term like "potential" or "promise," the "mirage" of agentic commerce denotes the truer and far greater anxiety that drives this trend for large software companies."
"For companies like Shopify, Criteo and Instacart, and even for giants like Amazon and Walmart, all of which are all in on agentic commerce investments, figuring out if the agentic oasis is real and has a place for them is priority No. 1. A potential mirage might save your life, if it proves true, or it might drag you deeper into the desert."
"Almost 20% of Amazon shoppers that engage with a brand via Rufus, its AI shopping agent, ask for more information about the brand, CEO Andy Jassy told investors during a quarterly earnings report last week. Walmart shoppers who engage in some way with its Sparky AI agent spend on average 35% more per order."
"During his quarterly earnings report this week, Shopify President Harley Finkelstein said, "What we're seeing already in terms of the proof points is that orders from AI searches are up nearly 13x, AI-driven traffic to Shopify stores has grown 8x year over year and new buyer orders from AI searches are actually occurring at nearly twice the rate of traditional organic search.""
Agentic shopping involves giving software agents latitude and payment information to make purchases on a person’s behalf. The term “mirage” captures the anxiety driving large commerce and software companies’ investments, because the outcome could either prove beneficial or worsen risk. Amazon reports that about 20% of shoppers who interact with its Rufus AI agent request more brand information. Walmart reports that shoppers engaging with its Sparky AI agent spend about 35% more per order. Shopify reports strong results from AI searches, including roughly 13x higher orders, 8x growth in AI-driven traffic year over year, and new buyer orders from AI searches occurring at nearly twice the rate of traditional organic search. Current agentic shopping remains poor, but that may not harm all companies equally.
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