The shopping journey is undergoing a transformation as profound as the advent of e-commerce itself. In 2026, a new type of consumer is emerging: the agentic consumer, who delegates shopping tasks to AI assistants. This white paper examines the rise of agentic consumer behavior, analyzes the implications for brands and retailers, and provides strategic guidance for navigating this new era of delegated shopping.
The next online shopper may not be human[reference:86]. According to DHL’s 2026 E-Commerce Trends Report, based on survey findings from 29,000 online shoppers and 5,800 e-commerce businesses across 29 countries, almost a third (29%) of shoppers—rising to 33% of Gen Z and 36% of millennials—say they would be happy to hand over control of their shopping to AI and let it make shopping decisions or purchases for them in the next five years[reference:87]. Almost two thirds (59%) of businesses expect shoppers to browse and buy through virtual assistants in the future[reference:88].
AI is transforming buyer habits and accelerating innovation across the e-commerce ecosystem[reference:89]. In doing so, it is beginning to upend traditional formats and could even lead to the disappearance of virtual storefronts[reference:90]. As generative AI continues to reshape the entire shopping journey—from product discovery to post-purchase support—73% of businesses anticipate using it more over the next five years, despite consumer concerns about privacy and trust (48%)[reference:91].
The shift toward delegated shopping is already underway. AI tools are now a staple of online shopping, providing 24/7 support, product recommendations, and post-purchase engagement[reference:92]. According to Capgemini’s 2026 Consumer Report, in 2025, 25% of respondents admitted to using generative AI shopping tools, while 73% interacted with chatbots at least once[reference:93]. AI is becoming the consumer’s trusted guide[reference:94]. One-quarter (25%) of consumers have already used Gen AI shopping tools in 2025, while a further 31% plan to use them in the future[reference:95].
The growth of open source AI agents has proven the consumer appetite for true AI assistants that can take on some of the cognitive overhead of modern life[reference:96]. This desire to streamline the admin associated with everyday tasks could extend even further, with shops and brands soon operating “bot fronts” rather than traditional storefronts[reference:97]. These AI-powered bots will be communicating with the consumer’s own AI to negotiate personal offers and secure the best deals[reference:98].
However, trust remains a critical barrier to full delegated shopping. According to Salsify’s research, about a quarter of shoppers (22%) may be incorporating AI shopping and search tools like ChatGPT into their buying journeys, but just 14% trust AI recommendations alone to make a purchase[reference:99]. More shoppers (27%) trust AI shopping tools for some purchases but verify with other sources[reference:100]. Athos Commerce’s Connected Consumer 2026 report finds that 60% of consumers now use AI tools while shopping and only 14% say product information is consistently accurate across digital channels[reference:101].
The privacy dimension of delegated shopping is critical. While consumers are increasingly using AI for shopping, concerns about data privacy remain significant. Brands must be transparent about data collection and use, giving consumers control over their information while demonstrating the value they receive in exchange. The brands that can balance AI-powered convenience with robust privacy protections will earn trust in the agentic consumer era.
The implications for brands are profound. As Google, Amazon, and ChatGPT become competing conversational storefronts, high-quality, consistent product information has effectively become a brand’s frontline salesperson[reference:102]. Brands that invest in accurate, consistent, enriched, and transparent product information will be the ones that win[reference:103]. In an environment where consumers delegate shopping to AI, product information must be structured, detailed, and trustworthy[reference:104].
For consumers, the agentic consumer era offers unprecedented convenience and efficiency. However, it also requires trust in AI systems and the brands that power them. Consumers should be thoughtful about what decisions they delegate to AI and what decisions they keep for themselves. They should also be aware of the data they share and how it is used.
For brands, the agentic consumer era requires a fundamental rethinking of strategy. Success depends on building trust with both consumers and AI algorithms. This means investing in rich, accurate product content that enables AI tools to make effective recommendations. It means being transparent about data practices. And it means understanding that in an era of delegated shopping, credibility is the most valuable currency.
In conclusion, the agentic consumer is here. AI is transforming the purchase journey, moving consumers from active browsing to delegated shopping. The brands that will succeed in this new era are those that can build trust with both consumers and AI agents, providing the information and transparency that enable delegated shopping to work effectively. The next online shopper may not be human—and brands must be ready.
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