What is Agentic Commerce According to PwC? The Arrival of AI-Powered Purchasing and Its Business Impact

PwC Provides Comprehensive Analysis of Agentic Commerce

The rise of agentic commerce could revolutionize buying behavior

PwC provides a comprehensive analysis of agentic commerce, defining it as a new form of shopping where AI agents purchase on behalf of consumers.

PwC (PricewaterhouseCoopers), one of the Big Four accounting firms, has published a comprehensive report on "agentic commerce."

PwC defines agentic commerce as follows: "A new form of shopping enabled by AI agents. Generative AI-powered software systems that act on behalf of users. Unlike traditional chatbots, AI agents don't just respond to prompts—they can browse, compare, and execute purchases based on user goals, preferences, and constraints."

The core of this definition is that AI functions not merely as an information provider but as a "trusted intermediary for consumers."

Industry Background and Trends

The rise of agentic commerce reflects fundamental changes in consumer behavior.

According to Adobe's research, GenAI-driven traffic to retailers increased 1,200% in just 6 months. Additionally, more than half of U.S. consumers use AI tools for product discovery. PwC notes that "discovery and decision-making now complete before visiting your website—or without visiting at all."

PwC points out that "consumers are no longer asking AI 'where to buy' but 'what to buy.'" This means the purchase decision-making process itself is being delegated to AI.

Specific Use Cases and Examples

PwC demonstrates applications across multiple industries.

Retail/E-commerce: When parameters are set for an AI agent, it selects optimal products accordingly. For example, if "price priority" is set, it will choose a $98 product over a $100 one. In more advanced scenarios, personalized AI bots may negotiate with retail AI tools and engage in bidding wars.

Financial/Banking: You could ask an AI agent: "Find the best small business loan I qualify for and start the application." The AI interacts with multiple banking systems, determines the best option, and may complete the application.

Travel: PwC's holiday survey shows 68% of respondents plan to use AI for flight comparison and 57% for travel booking.

Consumer Goods/Food: AI agents scan consumer signals (health status, lifestyle patterns, etc.) and recommend fortified crackers or cereals matching that week's actual needs. One tap completes the order.

Impact and Practical Applications for E-commerce Businesses

PwC warns that "agentic commerce is not just a new channel—it's a reconstruction of the retail funnel itself."

Actions Companies Should Take in 2026:

1. Executive-Led AI Strategy: PwC recommends "a top-down program where executives determine AI investment focus and apply 'corporate muscle' in talent, technology resources, and change management"

2. Agentic Commerce Protocol (ACP) Compliance: PwC has partnered with Stripe to support implementation of ACP, co-developed with OpenAI. E-commerce businesses should consider compliance with this open standard

3. Workforce Strategy Review: PwC's survey shows 67% of executives believe "AI agents will dramatically transform existing roles in the next 12 months." 48% say they are "likely to increase headcount with AI agent adoption"

Market Size Outlook: PwC projects the global e-commerce market will reach $73.5 trillion by 2030, with AI being the primary growth driver.

Conclusion

PwC's analysis shows that agentic commerce is no longer experimental but a matter of corporate survival, speed, and transformation.

For e-commerce businesses particularly, the key mindset shift is from "being chosen by consumers" to "being chosen by AI agents." Structured product data, API readiness, and preparation for standard protocols like ACP will determine future competitiveness.

PwC warns: "This change is coming faster than you think." 2026 should be the year to seriously prepare.

References

• PwC: The rise of agentic commerce could revolutionize buying behavior
• PwC: 2026 AI Business Predictions
• PwC and Stripe Launch Collaboration for Agentic Commerce
• PwC: Agentic commerce for hospitality and leisure
• PwC: AI Agent Survey
• Adobe: Traffic to U.S. Retail Websites from GenAI Sources Jumps 1,200%