Agentic Commerce isn’t just hype. But it’s also not as simple as many initially thought.
After the buzz around Instant Checkout in ChatGPT lost momentum before it ever really took off, one thing has become clear: Agentic Commerce touches some of the most complex areas of e-commerce—pricing, inventory management, promotions, checkout, payments, personalization, and customer data.
OpenAI has had to slow down because commerce is far more complicated than a “simple transaction.” And that’s not even considering the added complexity of B2B commerce.
But the conclusion isn’t that Agentic Commerce is going away. Quite the opposite.
As AI platforms begin to take ownership of a larger portion of the buying journey, traffic will increasingly shift away from traditional e-commerce sites. That means less control over the customer experience, reduced access to first-party data, and new challenges for commercial optimization.
So how will OpenAI monetize this opportunity? Where does Google fit in, given its massive advantage in shopping data and consumer insights? And what about Anthropic’s Claude?
The question isn’t just whether Agentic Commerce is coming—it’s who will ultimately own the customer relationship.
See this video where Klaus Petersen, CTO in Alpha Solutions, and Brian Holmgård Kristensen, CPO in Relewise, discuss the interesting perspectives in the AI-models' platforms and strenghts.
