Commerce, a data-centric provider of an open, AI-driven commerce ecosystem and PayPal have released new research revealing strong consumer interest in agentic shopping experiences. The research also indicates a clear demand for safeguards that keep consumers in control of purchases.
The study, conducted by Logica Research, surveyed 1,000 online shoppers across the UK, as well as a further 2,000 across the US and Australia. The survey aimed to better understand consumer attitudes toward agentic shopping tools. AI-powered assistants that can research products, compare options and make purchases on a shopper’s behalf. While 64% of UK consumers say they are interested in trying agentic shopping tools, many remain hesitant to give AI full autonomy over purchasing decisions.
The findings suggest that while consumers are increasingly comfortable with AI playing a role in commerce. Widespread adoption of agentic shopping depends on merchants, technology providers and payment companies building experiences prioritising trust, transparency and security.
Online shopping in the future
The research reveals that just 21% of UK shoppers are already using AI tools to help with online shopping today. However, 70% want AI tools to help with their online shopping in the future. The leading reason is to make it easier to find the retailer with the best price (31%). Followed by making it easier to find every promotion and discount (28%). In addition to alerting them if a product has a better price elsewhere (23%).
Of consumers who don’t currently use AI for shopping, 62% say they plan to try AI-powered shopping tools within the next year.
Barriers to the agentic era
Agentic AI tools are being embraced at the discovery and comparison stages. There are concerns about AI purchasing a product without the shopper’s approval (43%), and bank account security breaches (39%). Furthermore, respondents cited purchasing the wrong product (32%) and privacy violations or personal data breaches (29%).
Consumers have high expectations for AI shopping tools. With 83% stating they would expect AI shopping tools to offer payment security that is as good as, or better than, existing methods.
Consumers expressed similar levels of trust in safe agentic shopping tools from technology companies such as Google and Apple, online payment providers such as PayPal, marketplaces such as Amazon and Etsy, and traditional payment providers, Visa and Mastercard.
Accuracy and transparency also arose as concerns UK shoppers have in relation to AI shopping tools. Among non-users of AI shopping tools, one in five question the accuracy of the information the tools provide. Meanwhile, 55% of consumers state it is important that sponsored content and ads are clearly identifiable. Furthermore, 46% believe brands and retailers shouldn’t be able to pay to be given preference by AI shopping tools.
“The report reveals that UK shoppers see the potential for agentic commerce. Helping them compare products, identify cost savings, and find available discounts,” said Andrew Norman, GM EMEA at Commerce. “Retailers have a prime opportunity, provided they can build trust and transparency into the experience. This means creating shopping journeys that help consumers make informed purchasing decisions. While retaining control over the checkout process and ensuring the recommendations they receive are accurate, transparent and reliable. Get those fundamentals right, and agentic commerce can provide significant value for retailers and consumers alike.”
Enterprise Times: What this means for businesses.
What’s clear about this report is that security and transparency are essential for Agentic AI shopping tools. It is important to online shoppers for Agentic AI shopping tools to work with both their favourite retailers and brands. To address their concerns around bank accounts and personal data breaches, UK online shoppers expect Agentic AI shopping tools to have as much or more payment security than other methods. Sponsored content transparency is also key. Currently, most UK online shoppers do not trust any potential provider to release a safe Agentic AI shopping tool.
The providers of agentic AI shopping tools must position themselves as trusted intermediaries between consumers, retailers and payment providers. The research shows clear consumer interest, particularly around helping shoppers find the best prices, promotions and discounts. However, adoption will depend on addressing concerns around security, accuracy, transparency and control. Providers that can offer robust payment protection, clear disclosure of sponsored results, reliable product recommendations and user approval before purchases are made will be best placed to win consumer confidence. There is also an opportunity to partner with retailers, marketplaces and payment companies to create seamless shopping experiences. Customer experiences that combine convenience with safeguards, giving providers a route to differentiate themselves in a market where trust is likely to be the deciding factor.
