Comert agentic: va mai intra clientul pe site sau cumpara prin AI

Agentic commerce is a new model where AI agents assist in product discovery and purchasing. Users interact through chat or voice, allowing AI to compare options and complete transactions. A McKinsey analysis outlines four stages of AI involvement in shopping, with checkout being the most critical. A PayU study shows high consumer willingness in Romania to let AI handle purchases, especially for lower amounts. Google’s Universal Commerce Protocol enables AI agents to transact directly within interfaces, currently limited to the U.S. market. Brands must adapt their product data and technical infrastructure to align with various protocols for effective participation in this evolving landscape.