AI shopping agents are reshaping how consumers buy—but trust remains fragile

Agentic commerce is moving rapidly from theory to practice. A new report suggests AI-driven shopping could soon change how people discover, compare, and buy products. Many consumers still have reservations about handing over control to AI agents, though some categories like groceries show higher trust. Currently, AI agents handle just 3% of transactions. Yet 89% of merchants are already preparing for this shift. Rory O’Neill, CMO at Checkout.com, confirms the trend is accelerating.

Consumer trust remains mixed. One in four people say they will never let AI make purchases for them. Another 27% do not trust any organisation to manage an AI shopping agent. However, 33% expect at least 10% of their spending to be AI-driven within a year.

Confidence depends on strict controls. Top requirements include spending caps, instant revocation rights, and easy cancellation. On average, consumers would allow an AI agent to spend £177 per purchase without extra approval—less than the £200 merchants assume. Security, refund policies, and permission limits are also critical for adoption.

Merchants see the change coming faster than expected. Nearly three quarters believe consumers will adopt agent-led shopping quicker than businesses can adapt. Groceries and household supplies are the most accepted categories, with 41% and 31% of consumers open to delegation in these areas. The rise of AI shopping agents could reshape brand loyalty and purchasing habits. Merchants are investing heavily in preparation, while consumers demand clear safeguards before embracing the technology. The gap between current usage and future expectations highlights the need for transparency and control.