Retail is on the brink of its biggest shift since the rise of ecommerce. Artificial intelligence is no longer limited to support chatbots or basic automation. A new wave of “agentic” AI systems is emerging, capable of understanding consumer intent, weighing up options and even completing purchases on our behalf, says Andreas Andreou, Chief Revenue Officer at Zilch.

According to McKinsey, agentic commerce could generate between US$3 trillion and US$5 trillion in AI-powered revenue globally by 2030. Our own recent trials reinforce this potential, showing that AI-driven targeting can deliver 20 to 50% improvements in return on ad spend. It is clear why these capabilities are quickly becoming essential for retailers.

For shoppers, especially digital natives, this shift feels intuitive. Almost half of consumers who have tried AI-powered search already prefer it to traditional search. Our own research shows that agentic, hyper-personalised targeting is already influencing behaviour, with 71% of UK consumers saying they have made a purchase after receiving a personalised advert or recommendation.

Changing consumer behaviour

This openness to change has been building for some time. The widespread adoption of digital wallets and mobile payments shows just how comfortable consumers have become with technology managing everyday transactions. In 2024, more than 4.3 billion people, roughly half of the world’s population, used digital wallets, accounting for over 53% of online purchases globally.

At the same time, expectations of retail experiences are rising. Agentic commerce, combined with reduced tracking through third-party cookies, means brands can no longer rely on guesswork. Research shows that 81% of customers prefer companies that offer personalised experiences.

Personalisation is no longer a nice-to-have. It is expected, and access to high-quality data is critical to delivering it effectively.

Why the traditional model is broken

Despite heavy investment in digital marketing, checkout friction continues to limit conversion. Independent research shows that extra costs such as shipping and taxes are the leading cause of cart abandonment, cited by 55% of shoppers. This is followed by long or complex checkout processes (26%) and not seeing the total cost upfront at 21%.

The solution is straightforward: make buying effortless. One-click payments, transparent pricing and digital wallets will become the baseline in the agentic era.

The power of first-party data and hyper-personalisation

For years, retailers have relied on third-party cookies and high-level dashboards to understand performance. The agentic era demands a different approach. First-party transaction data, not just web analytics, will be the foundation of hyper-personalisation.

By unifying payment-level data across channels, brands gain a clearer picture of what customers buy, when they buy and how much they spend. This level of insight enables predictive models that help AI agents make smarter decisions, from recommending the right products to setting dynamic prices and targeting relevant offers.

Preparing for agentic commerce

Agentic AI is already being put to work, but success requires more than installing new tools. It calls for investment and a shift in mindset across the organisation.

Retailers should start by building secure infrastructure to capture first-party data across every touchpoint, from online interactions to in-store purchases. As third-party cookies disappear, consent-based data becomes essential for creating unified customer profiles. Privacy must be designed in from the outset if personalisation is to work at scale.

The checkout experience also needs to be as seamless as possible. Offering one-click payments, supporting popular digital wallets and displaying all costs upfront can significantly reduce lost sales.

Responsible deployment of AI is just as important. Brands can begin experimenting with AI agents in areas such as customer service, inventory management and marketing, but maintaining a human touch remains critical. While many retailers believe AI agents will be indispensable by 2026, consumers still value human involvement when making high-stakes decisions.

Trust and transparency are non-negotiable. Customers welcome tailored experiences when they understand how their data is used and how it benefits them. Clear communication, simple opt-out options and a commitment to acting in the customer’s best interest will be key to building long-term loyalty.

Looking ahead

Agentic AI is already reshaping the retail landscape. As voice assistants evolve into fully fledged shopping agents and digital wallets continue to dominate online transactions, consumers will expect brands to anticipate their needs and remove friction at every step.

Retailers that embrace first-party data, frictionless payments and hyper-personalisation will unlock real-time growth. Those that cling to static dashboards and generic targeting risk being left behind. The future of retail is not just digital. It is intelligent, autonomous and firmly human-centred.