Retailers are adopting divergent strategies to manage the rise of AI shopping agents. Amazon has banned third-party agents like Meta’s Muse and OpenAI’s dots to maintain direct control over customer data and advertising. In contrast, Target allows access to a curated list of approved providers, while Walmart is actively partnering with AI firms like Google and OpenAI to drive traffic and conversion.
Data from BrightEdge indicates that purchases made through AI agents are growing by 43% each month and have quadrupled since April. Despite this growth, only about 3% of e-commerce companies currently permit these agents to finalize transactions. This low adoption rate highlights significant merchant concerns regarding operational control, data visibility, and the ability to verify payment authority.
The shift toward delegated purchasing introduces new risks, including increased merchandise returns and credit card chargebacks. Federal Reserve Governor Christopher Waller noted that the industry must now address the legal challenge of confirming that an agent has the authority to pay on behalf of a consumer. Merchants are also struggling to influence product recommendations, as different AI models use varying assessment criteria.
Some companies are choosing to develop their own proprietary agents to retain control over inventory and fulfillment. DoorDash, for instance, has launched its own tool, Ask, which leverages internal data to manage logistics and resolve issues. This approach allows retailers to maintain a direct relationship with the customer while benefiting from the automation of the shopping process.
