The way consumers discover, evaluate and purchase products is fundamentally shifting. Traditional commerce experiences — even those considered modern — are built around customers doing the work: searching, filtering, comparing, clicking. But what if the commerce experience could do the work for the customer? That’s the promise of agentic commerce.
As a practitioner leading digital and e-commerce transformation at a leading lifestyle brand, I have seen firsthand how rapidly customer expectations are evolving. They want relevance, speed, simplicity — and they increasingly expect technology to anticipate their needs. Agentic commerce offers a vision of the future where intelligent systems do more than personalize; they participate.
While most customers still rely on filters and categories today, there is a clear shift underway — toward discovery driven by questions, needs and intent-based prompts. Agentic commerce meets them at that moment.
