Retail sits on the frontline of revolution, says Alex Morgan-Moodie, VP and Head of Vertical Growth at Worldpay. The way consumers shop is shifting – not because of new apps or websites, but due to AI-powered agents that can browse, compare and even make purchases on behalf of shoppers.

As agentic AI evolves, AI assistants not only increasingly understand consumer preferences, lifestyles and budgets, effortlessly curating options, but also make the purchase on behalf of customers. And this step-change is set to transform retail as we know it.

Agentic commerce & shifting customer preferences

Globally, consumers are warming to the idea of using AI to shop. In the U.S. and China, adoption is already gathering pace, while almost one in three (31%) UK shoppers are happy to have an agent browse on their behalf – jumping to nearly half (45%) of younger shoppers aged 18 to 34.

These agents accelerate comparison shopping, simplify subscription re-orders and help users discover new brands. For retailers, this represents both an opportunity and a risk.

The risk is particularly clear when agents prioritise price over brand.

Loyalty programmes may be side-lined and traditional methods of keeping customers engaged could lose effectiveness. At the same time, as agents complete purchases more quickly and on a wider scale, the number of returns could rise, posing challenges for margins and customer trust. This means retailers will need smarter return policies and more flexible fulfilment strategies to keep the balance between convenience and profitability.

Redefining retail strategy

Every industry will adopt AI at its own pace, but one challenge is universal: retailers must learn to serve AI agents as confidently as human shoppers.

That means rethinking visibility in marketplaces, redesigning checkout flows and ensuring fraud prevention systems recognise legitimate agents without blocking them.

Direct access to customers is no longer guaranteed – and traditional brand loyalty is being tested. While consumers arriving through agents are highly engaged and often further down the sales funnel, retailers risk losing visibility and influence over their end-to-end buying journey.

To remain competitive, retailers can’t afford to wait. Those who act now – by making sure product information is clear, comprehensive and structured for AI interpretation – will be best positioned for growth.

Those who don’t risk losing relevance in a marketplace increasingly mediated by technology rather than human choice. Proprietary agent experiences, retailer-owned AI systems and deep integration with third-party ecosystems will become key tools to maintain visibility, influence and conversion.

Trust & operational foundations

Agentic commerce isn’t just about speed and efficiency, it’s about trust.

Consumers need confidence that agents act in their best interest and that every transaction is secure. Retailers will need to rethink standards of verification, identity and security to operate safely at scale, and ensure that these measures are embedded from the outset. Transaction flows will need to be smooth enough for agents to complete purchases seamlessly while safeguarding both consumer confidence and operational integrity.

Ultimately, the advent of agentic commerce represents a huge shift in retail dynamics. The customer of the future may not be human in the traditional sense, but that does not lessen the need for retailers to engage meaningfully.

Instead, it challenges them to think differently about strategy, data and customer experience. Those that embrace this change proactively – aligning systems and policies to work in an agent-driven environment – will find new ways to connect with shoppers, drive growth and remain competitive.

Retailers who recognise the potential of agentic AI and prepare for it now are likely to define the next generation of customer engagement. If prepared for correctly, this evolution could unlock growth and efficiency across the board, but only if the right trust infrastructure is in place to allow it to scale safely.