For most of the history of online shopping, a person has done the searching, comparing and clicking. Agentic commerce changes who does that work. An AI agent can be asked to find something, compare the options and, with permission, complete the purchase.

A new kind of visitor

A marketplace has always been designed for people: photography, layout, reviews and persuasive copy. An agent reads none of that the way a person does. It needs structured answers. What is this product, is it in stock, what does it cost delivered to this address, and what happens if it has to go back?

A marketplace that can answer those questions reliably becomes easy for an agent to recommend. One that cannot may simply never be considered.

Standards are arriving quickly

Two open efforts are shaping this. The Agentic Commerce Protocol came from OpenAI and Stripe in 2025. The Universal Commerce Protocol followed in January 2026, developed with partners including Google and Shopify. Both aim to replace one-off integrations with shared rules for how agents and sellers work together.

What changes for marketplaces

• Catalogue quality becomes distribution. Missing attributes and vague titles stop being cosmetic problems.

• Trust has to be machine readable. Seller identity, delivery promises and return terms need to be stated plainly.

• Accountability stays human. When an agent buys on someone's behalf, a real business still has to stand behind the order.

• Comparison gets harder to escape. Agents compare without fatigue, so weak offers are exposed faster.

How we are thinking about it

Homewizz, our global marketplace, has a catalogue of around 4,000,000 products. At that size, product data cannot be tidied by hand, so it has to be treated as core infrastructure. That is why we have made a public commitment to the Universal Commerce Protocol.

We do not think agents replace the joy of browsing. We think they take away the parts of shopping nobody enjoys.