This finding from Profitero+ 's annual eComm benchmark study surprised me: When
By Mikeblack · October 13, 2026 · Curated by George's Blog
This finding from Profitero+'s annual eComm benchmark study surprised me:
When asked which #ecommerce channels are being prioritized for growth over the next 12-36 months, only 3% of brand respondents said #AgenticCommerce
"Leaders" (i.e brands with 20%+ market share online and growing online sales by 20%+) were 3 ppts higher in that response
Surprising to me, #socialcommerce is currently viewed as a larger channel opportunity for driving future growth over the next few years, relative to agentic commerce, with Meta-Facebook and TikTok the platforms brands are most bullish about
In the same benchmark, 37% of leaders say they've quantified the impact of agentic commerce on sales and 36% of have hired full time roles for agentic commerce
So, despite the small amount of sales expected over the next few years, brand leaders are making a big bet on agentic commerce's future and building capabilities to set them up for when the channel matures
This is very similar to Amazon circa 2010
Back then, Amazon was a drop in a brands total sales but the far-seeing brands bet on its trajectory and made investments early to win it
As a result, they won significant first mover advantage in Amazon's recommendation algorithms; many of these brands are the challengers giving big CPG a run for their money today
Amazon feels comparable to agentic commerce because both solve 3 shopper problems:
1. Convenience - access to large assortment, while providing highly personalized curation
2. Access to the lowest prices in the market
3. Recommendations that are based on user validated feedback
I encourage you to read the full Profitero+ study; there are many other interesting findings about how leaders are investing differently than the rest
Kudos to Jamie Dooley, Ethan Goodman, Laura Wallace and team for another solid year of insights for the industry
report link here 👇
https://lnkd.in/grYZvqD9