Emergence of AI Agents in European Commerce

This report discusses the emergence of AI agents in European commerce, outlining their potential impact and the evolving landscape of agentic commerce. The document begins by detailing the transition from traditional online shopping to a new model where AI agents not only advise consumers but also execute purchases on their behalf. It highlights a survey of 8,400 European consumers, revealing significant interest in agentic commerce, with 55% familiar with the concept. However, it notes that trust remains a critical barrier, with consumers expressing concerns about control and transparency. The report categorizes potential providers of shopping agents, including Big Tech companies and banks, and discusses the various operational models they may adopt. Additionally, it addresses the regulatory landscape, emphasizing the need for a robust framework to mitigate risks associated with autonomous purchasing. The document concludes by identifying the strategic opportunities and challenges that lie ahead as agentic commerce gains traction in Europe.