// agentic commerce

Source: Featured Blogs - Forrester

Forrester's report signals that traditional e-commerce sites are becoming obsolete not because of technical debt, but because AI agents and conversational commerce are rewiring how consumers discover and purchase goods—shifting control from branded destination sites to platforms where agents actively recommend and transact on behalf of users. Retailers that haven't migrated to agent-native architectures risk losing direct customer relationships entirely, as shopping migrates from "visit website, search, buy" to "tell agent what you want, agent handles discovery and checkout across multiple retailers." The shift redistributes retail margin and customer data to whoever controls the agent layer.