A recent PYMNTS Intelligence report reveals that 40.2% of U.S. consumers would instruct an AI agent to purchase from a large marketplace rather than a brand site, even if prices and shipping terms are identical. Only 16.1% would prefer a brand's own website, while 21.8% would leave the decision to the AI.
Consumer loyalty remains a significant factor, with 36.6% citing reliable returns, 34.9% noting better selection, and 32.7% pointing to habit as reasons for their choice. Data shows that 59.7% of recent AI-assisted purchases were completed on Amazon, and 57.9% of AI shoppers continue to use the platform habitually.
Marketplace users are primarily driven by financial incentives to switch to brand sites. Among these shoppers, 53.9% would move to a brand site for lower prices, while 49.9% would switch for free, fast shipping. Only 12.1% of respondents identified AI-handled checkout as a deciding factor for switching.
Major retailers are actively integrating AI agents to maintain their market dominance. Amazon and Walmart are projected to capture over half of U.S. retail eCommerce sales this year. Walmart has integrated its Sparky assistant with Google’s Gemini, while OpenAI has expanded its Instant Checkout feature to include retail apps.
