Intelligent Commerce: How Agentic AI is Revolutionizing Shoppable Experience

Agentic AI is redefining the foundations of digital commerce. Instead of consumer-driven, click-based funnels, enterprises are increasingly enabling autonomous, intent-led journeys. Intelligent agents can now interpret user context, evaluate alternatives, and execute transactions from discovery and checkout to fulfillment and post-purchase service. This shift marks a fundamental change in customer engagement: while humans transition into the role of strategic overseers, AI agents handle execution at scale.

The enabling ecosystem is maturing rapidly, with frameworks such as the Model Context Protocol (MCP), tokenized payments, and multimodal interfaces powering seamless agent coordination. Leading participants such as Google, Microsoft, Shopify, and Visa are embedding these capabilities to accelerate adoption. For enterprises, this means shifting from content designed for human browsing to data structured for machine consumption, and from reactive, linear journeys to predictive, self-healing loops.

The report introduces Everest Group’s MAGIC framework for agentic commerce, explores the underlying technology stack, and assesses the implications for brands, platforms, and providers. It also draws on case examples from leading innovators to illustrate how agentic AI is reshaping customer engagement models and value delivery.