AI Shopping Agents Are Reshaping Retail—But Consumers Stay Wary

A new report by Checkout.com reveals rapid growth in agentic commerce. The study, titled 'Agentic Commerce 2026: The State of Consumer Demand and Merchant Readiness', highlights shifting consumer habits and merchant preparations for AI-driven shopping. Currently, only 3% of transactions involve AI agents. Yet, 89% of merchants are actively getting ready for this change. Rory O'Neill, CMO at Checkout.com, noted that agentic commerce is fast becoming a reality rather than just an idea.

Consumer adoption appears mixed but growing. A third expect at least 10% of their purchases to be AI-driven within a year. However, 24% say they will never delegate shopping to AI, and 27% trust no organisation to manage an AI shopping agent for them.

For those open to the idea, spending caps, instant revocation, and easy cancellation are key requirements. On average, consumers would allow an AI agent to spend £177 per purchase without extra approval. Groceries and household supplies are the most common categories people would delegate, at 41% and 31% respectively.

Brand loyalty may also shift. Over half of consumers (57%) would switch brands if an AI agent offered better value. Meanwhile, 72% of merchants believe consumers will adopt agent-led shopping faster than they can prepare for. The report suggests agentic commerce is on the rise, with merchants investing heavily in readiness. Consumers remain cautious but show willingness under strict conditions. This trend could significantly alter shopping behaviours and brand relationships in the near future.