Agentic Commerce. One of the trends of 2026

2026 Marks a Shift in How We Market Our Products.

The widespread acceptance of AI in shopping is evolving from merely seeking recommendations to a stage where intelligent assistants can browse, compare, and even make purchases on behalf of consumers.

This development falls under the umbrella of Agentic commerce, setting it apart from traditional E-commerce as AI Agents now take on a larger role in decision-making. It appears that UK shoppers are growing increasingly at ease with this personalised shopping experience, as evidenced by the fact that in 2024, over 40% of online shoppers in the UK engaged with chatbots during their purchasing process (Retail Gazette, 2024).

For your Agentic commerce strategy to thrive, as we have frequently highlighted, it is essential to present your information in a manner that these systems, including search engines, can interpret. Specifically, AI systems require the use of Global Trade Item Numbers (GTINs) to ensure that your products are accurately identified across various platforms, providing consistent results whether shopping at Tesco or a smaller UK marketplace.

Another trend that is becoming more prominent in both Agentic and traditional E-Commerce, although it has always existed, is consumers’ desire to understand the story behind the products they purchase and the companies that produce them. This includes aspects such as recyclability, ethical sourcing, and environmental impact. According to IGC Global Retail Trends, this concern is particularly significant in the UK, where 67% of consumers in 2025 expressed a willingness to pay a premium for products that boast sustainability credentials.

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