Retailers are adopting different strategies regarding AI shopping agents. Amazon blocks third-party agents to prioritize its own, while QVC allows agents to complete transactions. Tapestry integrates with Google’s AI tools but restricts agents from accessing its checkout systems to mitigate fraud and inventory risks.
Walmart is integrating its Sparky assistant with Google’s Gemini. When a user selects a product via Gemini, Sparky takes control of the basket to manage recommendations and order flow. This approach allows Walmart to maintain customer data and loyalty benefits while utilizing AI platforms as a new sales channel.
Data from PYMNTS indicates that 61 million U.S. consumers, or 23% of the population, use AI for shopping research. Despite this shift in discovery, 59.7% of AI-assisted purchases are still completed on Amazon. Shopify reported a threefold year-over-year increase in AI-driven traffic and orders in the second quarter.
Retailers face a trade-off between gaining traffic from AI platforms and maintaining control over the customer journey. While AI discovery is growing, consumer habits remain anchored to established marketplaces. Surveys show that 40.2% of consumers prefer large online marketplaces for AI-assisted purchases due to reliability and habit.
