Agentic Commerce

How AI-Driven Commerce is Shaping the Future of E-Commerce

E-commerce has traditionally followed a familiar path: searching for products in a webshop, comparing options, and placing an order. With Agentic Commerce, AI agents now take over these tasks—from search to purchasing decisions—without any human involvement. This shift relies on new protocols such as ACP and UCP, as well as machine-readable product data.

Already, 38% of online shoppers use AI tools, primarily for research and comparison. While the first 90% of the customer journey is largely automated, automated checkout is still in its early stages. Open, flexible interfaces are in demand to ensure that you, as a merchant, retain control and flexibility.

The technical landscape is becoming more diverse:

  • ACP & UCP control the purchasing process between agent and shop.
  • Solutions like Mastercard Agent Pay introduce new standards for authentication and fraud protection.
  • Integration protocols (e.g., MCP, A2A) facilitate communication between AI agents and shops.

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Five key challenges for you as a merchant:

  • Lack of standards results in complex integrations
  • Incomplete product data holds back agent-driven purchases
  • Many existing systems are not agent-compatible
  • New requirements for fraud protection and agent identity
  • Onboarding is especially complex for smaller merchants

In Europe, new regulations such as PSD3/PSR, eIDAS 2.0, and the AI Act are shaping developments. In the future, identifying AI agents (“Know Your Agent”) will also become mandatory.

How Unzer supports you:

Unzer is building the infrastructure you need for the agent-driven commerce of the future: protocol compatibility (e.g., ACP, UCP), support for local payment methods, and systems that ensure data sovereignty and flexibility.

Find out more in the current INDUSTRY PAPER as a white paper—download now!