Forrester’s Agentic Commerce Framework Guides Your Strategy

The Hype Around “Agentic Commerce” Is Deafening — How Real Is It?

Yes, answer engines like ChatGPT have cracked open new possibilities for how consumers shop. But no one’s AI shopping assistant is running off to buy their groceries autonomously … yet .

That doesn’t mean digital business leaders can ignore agentic commerce. The goal is to prepare now for the moment when it becomes truly viable. How? By understanding where we really stand today, focusing on strategy over urgency , and doubling down on the fundamentals that will matter when agentic commerce finally goes mainstream.

What’s Real Right Now?

Most “agentic” experiences are still conversational. Chat-based product discovery and recommendations are widespread, but humans still drive decisions and checkout in most cases.

True autonomy is rare. Very few consumers allow agents to complete tasks or purchases without direct oversight, and even fewer do so regularly.…