What you’ll learn:
November 2025 marked the moment AI shifted from browsing to buying. Amazon’s Rufus is now driving $10 billion in annualized sales. Google deployed “Buy for me” buttons across its search engine. OpenAI launched shopping research in ChatGPT. Perplexity rolled out free agentic checkout. This is no longer chatbots that assist — these are autonomous agents that execute.
Taking into account Visa’s 450% spike in the dark-web AI, agent fraud tools confirm the high stakes: The digital shelf has become a high-speed negotiation floor where only machine-readable, protocol-ready merchants will survive.
Without agent-ready infrastructure, your products risk being overlooked when AI agents shop on behalf of consumers. Legacy platforms built for human clicks cannot support the machine-readable catalogs, real-time inventory APIs and protocol-driven negotiations (ACP, AP2) that this new commerce layer demands. commercetools’ agentic offering — AI Hub and Agent Gateway — ensures your catalog is discoverable and your transactions executable within seconds of an agent’s query.
Merchants that chose composable architecture have proof that, once again, this investment has paid off. While competitors scramble to retrofit rigid systems, your infrastructure is structurally ready for agent-mediated commerce. Your next step isn’t re-platforming — it’s turning the key.
Let’s take a look at the latest agentic developments in the market — and the implications they have for your business.
Sellers and merchants
With customers seeking faster and more intuitive ways to shop, sellers and merchants are embracing agentic commerce to meet the moment. Examples include:
Target (November 19, 2025)
Announced launch of ChatGPT app integration, enabling multi-item basket creation and fresh food ordering, becoming one of the first major retailers to support autonomous AI agent shopping with full product catalog integration for protocol-driven agent-mediated transactions.
Liverpool (November 5, 2025)
Mexico’s largest department store partnered with commercetools to deploy AI Hub and Agent Gateway, enabling product data integration with ChatGPT via the Agentic Commerce Protocol (ACP) while maintaining governance and security over how AI tools access Liverpool’s product catalog.
The implications
First-mover merchants using ChatGPT, Google and Perplexity are gaining access to autonomous customer channels. Their eCommerce partners, like commercetools, are enabling Agentic Commerce Protocol (ACP) integration. Target and Liverpool demonstrate that protocol-driven agent shopping is now operational, leaving competitors still reliant on traditional search and checkout at a structural disadvantage.
Customer engagement and discovery
Across the industry, companies are rapidly embracing agentic AI to transform how customers discover products, receive personalized recommendations and complete purchases with minimal friction.
Perplexity (November 25, 2025)
Launched free shopping experience with conversational product discovery, personalized product cards and instant checkout powered by PayPal, maintaining retailers as merchant of record while preserving customer relationship visibility and loyalty data.
OpenAI (November 24, 2025)
Introduced shopping research in ChatGPT using GPT-5 mini with reinforcement learning for comparative product guides, real-time feedback loops and deep internet research across retail sites with future integration to Instant Checkout for ACP-enabled merchants.
Google (November 12, 2025)
Launched agentic checkout across Google Search (AI Mode), Gemini and Duplex-powered local merchant calling, enabling autonomous AI agents to execute purchases directly on merchant websites with “Buy for me” button functionality now live for Wayfair, Chewy, Quince and selected Shopify merchants in the US.
Instacart (November 4, 2025)
Instacart launched Cart Assistant, an agentic AI shopping tool offering personalized support for meal planning and product recommendations. Pilots with Sprouts Farmers Market and Kroger showcase both in-store smart carts and app integration. Instacart is partnering with OpenAI, Microsoft and Google to shape next-generation agent-powered grocery shopping.
Amazon Rufus (November 1, 2025)
Reported $10 billion incremental annualized sales projection with 250 million users and 140% year-over-year monthly active user growth, with agentic auto-buying capabilities enabling Prime members to set price targets for autonomous purchase execution when thresholds are met. This demonstrates real-world agent-mediated transactions, compressing click-to-purchase flows.
The implications
Enterprises must immediately prepare machine-readable product catalogs and integrate ACP or AP2 infrastructure. OpenAI’s shopping research and Perplexity’s free agentic shopping signal pave the way for direct moves into commerce. Amazon’s $10 billion in annualized agent-driven sales confirms autonomous purchase execution — not assisted browsing — is now the operational reality requiring immediate merchant readiness.
Payments, trust and fraud
As agentic commerce accelerates, the payments ecosystem is being reshaped by new transaction protocols, rising fraud threats and an urgent need for agent-level trust infrastructure.
Visa (November 21, 2025)
Flagged rapidly escalating fraud risks as agentic commerce takes hold, reporting a 450% spike in dark-web activity around AI agent fraud tools and recording major rises in bot-based payment attacks. This highlights the urgent need for Know Your Agent (KYA) verification infrastructure and specialized fraud detection systems to distinguish between legitimate autonomous shopping agents and malicious automated systems.
Stripe (November 20, 2025)
Announced adoption and first live deployments of the Agentic Commerce Protocol (ACP), the open standard co-developed with OpenAI, powering Instant Checkout for ChatGPT and enabling agent-authorized transactions at scale with real-world merchant adoption (Etsy, Shopify and additional brands).
ACP enables agent-to-agent negotiation, merchant-controlled order flows, and delegated payment authorization, retaining merchant control while meeting protocol-level auditability and compliance requirements.
Mastercard (November 18-23, 2025)
Launched Agent Pay pilot in the UAE with Majid Al Futtaim, completing the first agentic transaction outside the US. It enables cardholders to use AI agents for search, discovery and transactions, including VOX Cinemas ticket booking. The US rollout to all issuers was completed in November 2025, and the global rollout is planned for early 2026.
The implications
Enterprises must implement dual-protocol payment infrastructure (ACP and AP2) by Q1 2026. Mastercard’s global Agent Pay rollout and Visa’s 450% spike in alerts on dark-web AI fraud tools confirm that Know Your Agent (KYA) verification is mission-critical. Autonomous transactions operating outside the US signal that Q4 2025 deployment timelines are now operational, not theoretical.
Agentic infrastructure
Leading AI platforms are rapidly building the infrastructure to support agentic commerce at scale, enabling secure, interoperable and auditable interactions between autonomous agents, merchants and payment systems.
OpenAI (November 20, 2025)
ACP (Agentic Commerce Protocol) entered live production, supporting real agent-to-agent commercial flows at scale and enabling seamless interoperability between ChatGPT, Stripe and merchant systems. The protocol provides secure, auditable and delegated commercial action among autonomous agents and payment providers.
Perplexity (November 19, 2025)
Announced rollout of free agentic shopping product for US users, enabling autonomous AI agents to execute product discovery and purchase transactions through integration with PayPal payment infrastructure. This demonstrates the expansion of GenAI channel agentic commerce capabilities beyond ChatGPT and Gemini.
Google (November 12, 2025)
Deployed agentic checkout infrastructure across Search and Gemini with Agent Payments Protocol (AP2) alignment, enabling autonomous AI agents to execute multi-step commerce workflows (product search → selection → checkout → order placement) directly without GenAI channel restrictions or human re-verification.
Anthropic (November 2, 2025)
Announced Model Context Protocol (MCP) integration with the GWI insights platform, enabling Claude to access representative, bias-checked audience data directly within AI chatbot conversations, with upcoming integrations with Salesforce and ChatGPT extending real human understanding into AI tools.
The implications
Prioritize API orchestration for agent compatibility across order management, inventory and fulfillment systems. Google’s AP2, Perplexity’s PayPal integration and Anthropic’s MCP confirm that production-ready infrastructure is now essential. Agent-mediated commerce infrastructure is no longer experimental; it is now critical for competitive positioning.
Don’t navigate the AI momentum alone. Contact our experts to start your agentic commerce now.
Co-founder and Chief Innovation Officer of commercetools. Founder of the headless commerce concept. Pioneer of cloud software in the enterprise market. Dad to three little rockers. Beach volleyball player, passionate mountain biker, and wannabe surfer.