Agentic commerce as the next generation of online commerce
GUEST BLOG
Imagine you're looking for a new pair of sports shoes from a specific brand, within a certain price range. You set your search criteria, and an AI agent independently purchases the best matching option from online stores worldwide. This is agentic commerce in practice: AI agents that make purchases on your behalf within pre-approved parameters. This development is set to bring about a major transformation in online commerce.
How agentic commerce goes beyond ‘traditional AI’
Agentic commerce differs from other forms of AI we're familiar with because it uses AI agents that can perform autonomous actions. While generative AI primarily provides advice and information when searching for information or writing content, an AI agent in agentic commerce takes action independently within agreed boundaries and completes the payment. Consumers define the conditions in advance, such as budget, brand, timing and which retailers the agent is allowed to shop with. The agent then carries out the entire purchase independently after the consumer has authenticated. The ability of an agent to complete a payment independently is what truly sets agentic commerce apart from the chatbots we already know.
The AI agent as the new consumer
For retailers, this development represents a significant shift. An additional sales channel is emerging: purchases will no longer necessarily take place through a retailer's own website, but also within AI environments and through AI agents shopping on behalf of customers. Consumer expectations and behaviour are changing. Where consumers previously compared products themselves, they are increasingly delegating this task to an agent that must accurately reflect their individual needs and preferences. The consumer's role is shifting from ‘searching and comparing’ to ‘setting boundaries and approving’. This raises questions about customer relationships. How do you build a relationship with a customer you no longer interact with directly through your own channels? And how do you ensure your business is discoverable by AI agents?
This calls for concrete action. Consider how to build customer relationships with shoppers who no longer visit your webshop directly. And make sure your business is discoverable by AI agents, not just by people. Retailers that start preparing now will be better positioned for the future.
The role of Mastercard and Buckaroo
In this new customer journey, consumers delegate shopping to an AI agent, which communicates with the retailer and the payment service provider (PSP). The PSP then communicates with the bank, among other things, to check whether sufficient funds are available in the account. This is where trust, identity and secure payments become essential, as no agent can complete a purchase without these foundations.
Mastercard plays a crucial role in enabling AI agents to make payments: agents authorised to carry out transactions are certified by Mastercard through the “Know Your Agent” (KYA) principle. Only approved agents are allowed to make payments on behalf of consumers. In addition to verifying who is initiating the payment, the payment itself is processed securely and payment details are stored safely.
What this means for your numbers
"Agentic commerce is reshaping the very way customers shop. The customer journey is fundamentally changing. In the future, it will often be the agent, rather than the retailer, that determines the first point of contact with the consumer. This calls for new ways to remain discoverable and maintain trust," says Guido Berben, Manager Retail & Commerce at Mastercard Netherlands.
"Agentic commerce is evolving rapidly, and the market is still adapting to these developments. We are closely monitoring the latest developments, engaging with various parties across the ecosystem and, above all, listening carefully to what our merchants need. This ensures that we can act as a trusted discussion partner while also being technically prepared once it becomes clear which standards and solutions the market requires," says Jelle Hoes, CTO at Buckaroo.
As a PSP, Buckaroo ensures, for example, that the checkout is ready for this transformation, enabling AI agents to shop at participating merchants while ensuring that payments are processed smoothly, securely and reliably within this new ecosystem. Together, Mastercard and Buckaroo act as the connecting link between consumers, AI agents, retailers and banks.
Building the future of agentic commerce together
Agentic commerce is still in its early stages, but its direction is already becoming clear. New customer journeys are emerging, along with new challenges around discoverability, and payment providers will play a crucial role in ensuring that everything operates securely.
Those who start exploring this transformation today will be best positioned for the future. Rather than waiting for agentic commerce to become the norm, businesses should already be building trust, improving discoverability and establishing secure payment processes that are ready for this new way of shopping. Mastercard and Buckaroo support businesses in this journey, providing the knowledge and infrastructure needed to ensure a smooth transition. The future of online commerce is not something to wait for, but something to start shaping today.
Why choose Buckaroo?
Personal
Support
Whenever
you need it
Clear
Pricing
Keep more,
no surprises
40+ Payment
Methods
Let your customers
pay the way they want
