Last week, I had the pleasure of presenting the state of play in agentic commerc
By Nancy Morgan · October 27, 2026 · Curated by George's Blog
Last week, I had the pleasure of presenting the state of play in agentic commerce at My Digital Shelf Connected Commerce Summit in Toronto. The most common reaction from brands in the room was: "There is so much going on, how do we keep up?"
Here is what has happened in just roughly the last month:
- Amazon announced Branded Conversations for Sponsored Prompts
- Google launched Universal Cart in Search and Gemini
- Walmart announced its Agent Gateway, a beta route for agents to shop Walmart
- Meta announced shopping is the most common use of its Muse agent, and added retailer connectors including Sephora and Walmart
- ChatGPT added a virtual "Try on" button and Favorites for saving products
- ChatGPT ads are now in 89 countries, with more than 100,000 advertisers having run campaigns
My advice is to treat these as one agentic shelf, not a list of agents to track one by one. Instead of being overwhelmed by the updates, brands need a consistent strategy across all agents, led by a cross-functional agentic commerce taskforce.
The agents differ, but they rely on the same things, which is why we built the 5C Framework at Azoma (completeness, context, citations, correctness and customer acquisition). It applies across all AI agents, and brands that start now will benefit from the compounding effect.
A single ChatGPT conversation can now cover most of the purchase journey: a recommendation, the option to save it to favorites, a link to the retailer and a sponsored placement.
Agentic commerce is truly cross-functional, so the taskforce needs ecommerce, brand, legal, social, data and PR teams around the table.
If AI visibility sits only with marketing or brand, and you're only tracking how frequently your products show up in AI shopping agents, nobody owns the work that decides whether agents recommend you, sends the shopper somewhere that converts, and shows your paid media next to the answer.
At Azoma we've built a RACI for this, and we’re working with some of the largest consumer brands on how to structure the taskforce inside their organisations. Would love to hear how you are thinking about ownership of agentic commerce in your business 👇