I am a self-professed nerd of ecommerce so always looking for new perspectives and thoughts on the future of how we shop. If you have not seen this yet, it is definitely worth the time to read.

https://www.digitalnative.tech/p/agentic-commerce-when-ai-does-the

Analysis of “Agentic Commerce” and the Evolution of Shopping

Having just read this piece, I’m struck by how it reframes the history and future of commerce through the lens of an agent—who is actually doing the shopping. The author starts with a historical anecdote about cattle as currency, cleverly tying the Latin roots of “money” to the origins of trade, and then fast-forwards to today’s digital commerce landscape. This sets up a clear narrative: while the tools and platforms have changed (from cattle to Apple Pay), the fundamental act of shopping has always been human-driven—until now.

The Shift from Human to Agent

The central thesis is that the next big disruption in commerce isn’t about where we shop (mall, website, app), but who does the shopping. The author argues that AI agents will increasingly take over routine, utility-oriented purchases, freeing up humans from the cognitive load of mundane tasks. This is a compelling argument, especially given the examples provided—AI agents handling things from buying gifts to reordering household essentials.

I find the distinction between “utility shopping” and “emotional shopping” particularly insightful. The idea that AI will dominate utility shopping, where efficiency and time-saving are paramount, makes sense. Conversely, emotional shopping—where discovery, browsing, and personal taste matter—will likely remain more human-centric, though enhanced by AI-driven personalization.

The Role of AI Agents

The examples of Phia and other potential agents highlight how close we are to this future. The author envisions a world where agents negotiate, compare prices, and even understand our style preferences. This paints a picture of commerce that is both more efficient and more tailored to individual needs, but also raises questions about how much control we’re willing to delegate.

The analysis of infrastructure is also important. The author notes that most retail systems are built for human users, not AI agents, and that a major overhaul will be needed to accommodate agentic commerce. This is a practical consideration that many discussions of AI in commerce overlook.

Global Comparisons and Future Growth

The author’s prediction that the next wave of growth will come shift —from human to AI agent—rather than from further online penetration, is provocative and seems plausible given current trends.

Open Questions and Implications

So, what stands out is the set of open questions at the end.

How will different cultures adopt agentic commerce?

What privacy concerns will arise?

What unforeseen consequences emerge?

The analogy to the unexpected proliferation of DTC mattress brands following the mobile commerce boom is apt—suggesting that the ripple effects of agentic commerce could be just as unpredictable.

Final Observation

Overall, the piece offers a nuanced and forward-looking analysis of the future of shopping. Thank you Rex Woodbury for the insight! It challenges us to rethink not just the mechanics of commerce, but the very nature of agentic in economic transactions. I used an exercise recently with my audience where I made them close their eyes. Remove any knowledge of how you shop today! Now, take a moment and recraft it with from a fully blank slate. It’s hard to do. Imagine! We are so engrained with how we shop today that it’s difficult to unwind it. Mobile did it. Unwound how we shop. Agentic can aggressively change the future of ecommerce. The distinction between utility and emotional shopping, the infrastructural challenges, and the global perspective all add depth to the argument.

The biggest takeaway is this.

The next frontier in commerce may not be about new places to shop, but about new “shoppers”—AI agents acting on our behalf.