AI is no longer a future experiment in eCommerce. In 2026, it’s already changing how people discover, compare, and choose what to buy. Mark Plunkett, Head of eCommerce at SOZO, has been following the rapid rise of agentic commerce and what it means from ambitious retail brands. From AI-powered product discovery to checkout journeys that happen beyond a brand’s own website, this is what he says eCommerce businesses need to understand now…

Did you know that 45% of consumers now use AI for at least part of their shopping journey? This means that almost halfof your potential customers could already be asking AI to research, compare, and recommend what they buy next.

The shopping journey is now moving off your website and into the platforms that people use every day, like ChatGPT,Google Gemini, YouTube, Instagram, and more. Agentic commerce is turning AI from a simple search tool into a complexshopping assistant that can help customers discover products, compare options, build baskets, and move closer to purchase.

So, are your products ready to be found and recommended by AI? We delve into what’s happening in the world ofagentic commerce, and share some useful guidance to help your brand get ahead.

How the biggest platforms are shaping AI shopping

Shopify

Shopify’s Winter 2026 Edition introduced agentic storefront, transforming merchant product catalogues into machine-readable storefronts that can appear inside AI conversations across platforms such as ChatGPT, Microsoft Copilot, andGoogle Gemini. Its Agentic Plan also opens this opportunity to brands outside Shopify, allowing them to list products inthe Shopify Catalog and sell through agentic channels.

In practice, this means that a shopper could ask an AI assistant for “vegan leather boots suitable for cold weather” andbe shown relevant products directly in the conversation, without needing to search on Google or visit a brand’s website first.

Google

At I/O 2026, Google announced it was building AI shopping directly into its ecosystem. Universal Cart brings productsfrom Search, YouTube, and Gmail into one intelligent cart, with

Gemini helping shoppers track prices, spot deals, check compatibility, and move closer to purchase.

For example, a shopper could discover a product in Search or YouTube, and then complete the journey through Google’scommerce layout. The buying journey becomes much less linear and less dependent on a single website visit, with major US retailers including Nike, Sephora, Target, Walmart, and Wayfair already testing what this new AI-enabled path to purchase could look like at scale.

Meta

At ShopTalk 2026 in Las Vegas, Meta unveiled a comprehensive wset of AI-powered commerce tools for Facebook andInstagram, with tools including AI-generated review summaries, product recommendations, and in-app checkout. It is also expanding creator affiliate features, making it easier for creators to tag, promote, and sell products directly through content.

That could mean a shopper sees a product in a creator’s Reel, taps through to a recommendation, reads an AI-generated summary of customer reviews, and checks out without even leaving Instagram. The content, the social proof, and the purchase all happens in one place.

OpenAI

OpenAI’s first attempt at Instant Checkout in September 2025 may have been short-lived, but that doesn’t mean agentic commerce has stalled. Research from Forrester found that although users are less likely to complete a purchase directlyinside an AI answer tool, product discovery and research through AI is growing.

OpenAI has now revamped its approach: merchants can feed product data into ChatGPT, and the checkout then routes shoppers back through the merchant’s own experience via an in-app browser. This means a shopper might ask ChatGPT to compare skincare products or identify the best-value appliance for their budget, and then be directed to themerchant to purchase. The AI does the filtering, without the customer ever needing to reach a product page.

What your eCommerce brand needs to do now

Get your product data AI-ready

When an AI tool compares products for a shopper, it can only work with the information you give it. If your product titles are vague, your attributes are missing, your pricing is inconsistent, or your descriptions don’t answer real questions,you’re making it much harder for AI to understand and recommend your products. That means your product data needs to be clear, complete, and consistent across every channel.

Start by reviewing the information that AI shopping tools are most likely to rely on, including:

• Product titles – make sure they clearly describe what the product is
• Product attributes – complete key details such as size, colour, material, fit, dimensions, compatibility, or use case
• Pricing and availability – ensure these are accurate and consistent across your website, product feeds, marketplaces, and Google Merchant Center
• Product descriptions – answer the questions a shopper might ask when comparing products e.g. who is it for, what problem it solves, what it is made from, and why it is different
• Structured data – use product schema and feed data to help platforms understand details such as price, stock status, reviews, shopping, and returns

Think beyond just your website

Your website still matters in this new age of agentic commerce, but it isn’t necessarily the first place a customer willdiscover you. A shopper could find your product through Google Gemini, YouTube, Instagram, ChatGPT, or an AI-generated recommendation before they even land on your site.

That means your brand must show up clearly across the entire digital journey. To do this, you’ll need to ensure your product information is consistent across marketplaces, AI platforms, Google, social media channels, creator content,and review sites. The easier it is for AI tools to find and understand your products, the better chance you have of being recommended.

Strengthen your brand’s trust signals

Being recommended by AI is only the first step. Shoppers still need to feel confident that your product and brand areworth trusting. Before they buy, they’re likely to check product reviews, creator content, social proof, delivery information, returns policies and more to determine whether your product is worth investing in.

If you want your products to appear in AI shopping, make those signals easy to find. Build up genuine reviews, invest in useful creator partnerships, keep your messaging consistent, and make sure the whole shopping experience feels trustworthy.

Utilise Shopify’s agentic commerce tools

If your brand is already on Shopify, now’s the time to explore the agentic commerce features available in your admin and make sure your catalogue is ready to connect with AI shopping surfaces like ChatGPT, Copilot, and Gemini. Don’t waituntil these journeys become mainstream before checking whether your products are likely to appear in them.

And if you’re still on a legacy platform like Magento, this is another reason to review whether your current setup gives you the flexibility and product data structure you’ll need next.

Ready to migrate from Magento to Shopify? Read our guide.

Are you ready for agentic commerce?

Book your free 30-minute discovery call with one of our eCommerce experts to discover how we can help you transition to a more AI-ready commerce platform and prepare your brand for the next generation of online shopping.