{"id":5037,"date":"2026-01-19T14:59:00","date_gmt":"2026-01-19T14:59:00","guid":{"rendered":"https:\/\/apadmi.com\/insights\/agentic-retail-is-here\/"},"modified":"2026-07-23T12:37:16","modified_gmt":"2026-07-23T12:37:16","slug":"agentic-retail-is-here","status":"publish","type":"insight","link":"https:\/\/www.apadmi.com\/en-nl\/insights\/agentic-retail-is-here\/","title":{"rendered":"Agentic retail is here"},"content":{"rendered":"<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<div class=\"flex flex-col items-center-safe gap-18 md:gap-8 block-inset-x pt-64 pb-64\">\n\t<h1\t\tclass=\"uppercase text-36 md:text-64 leading-none font-black text-balance max-w-3xl text-center\"\n\t>\n\t\tAgentic retail is here\t<\/h1>\n\n\t\n\t<\/div>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<img\n\tsrc=\"https:\/\/www.apadmi.com\/uploads\/2026\/07\/abstract-orange-rocks.webp\"\n\talt=\"\"\n\tclass=\"object-cover rounded-16 bg-(--img-avg-color)\"\n\t\t\tdata-brightness=\"dark\"\n\t\tstyle=\" --img-avg-color: #B06A36;\"\n\/>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<div class=\"block-inset-x group\/bodyCopy flex flex-col mid:gap-y-16 max-w-xl box-content mid:mx-auto pt-64 mid:pt-72 pb-64 mid:pb-72\">\n\t\n\t\n\t\t\t<p class=\"text-pretty w-fill font-bold text-16 leading-minimal sm:text-20 not-first:mt-24 mid:not-first:mt-32\">\n\t\t\tAgentic retail is out in the wild and with announcements from two of the big tech companies, things are moving from the lab to production. Apadmi\u2019s Chief Innovation Officer Adam Fleming takes a look at the latest from Google and Microsoft and what it all means.\t\t<\/p>\n\t\n\t\n\t<div class=\"flex flex-col gap-y-24 w-fill mt-44 mid:mt-24\">\n\t\t\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tIn our previous articles on\u00a0<a href=\"\/en-nl\/insights\/the-missing-layer-how-trust-and-payment-make-agentic-retail-plausible\/\" target=\"_blank\" rel=\"noreferrer noopener\"><u>trust and payment in agentic retail<\/u><\/a>\u00a0and how it will\u00a0<a href=\"\/en-nl\/insights\/the-rough-ground-how-will-agentic-retail-actually-arrive\/\" target=\"_blank\" rel=\"noreferrer noopener\"><u>actually arrive in reality<\/u><\/a>, we didn\u2019t really expect to see so many of the building blocks we talked about drop into place quite so quickly. We probably should have known better.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tSince then, a number of ideas that still felt abstract or speculative have started to harden into real systems: protocols, integrations, and production checkout flows that allow agents to participate directly in commerce. Not hypothetically \u2014 but in ways people can actually use.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\t<a href=\"https:\/\/blog.google\/company-news\/inside-google\/message-ceo\/nrf-2026-remarks\/\" target=\"_blank\" rel=\"noreferrer noopener\"><u>Google\u2019s announcement of the Universal Commerce Protocol<\/u><\/a>\u00a0(UCP) at NRF last week, alongside Microsoft\u2019s Copilot Checkout launch the week before, has created significant waves, and for good reason.<\/p>\n\n<h2\tdata-slug=\"ucp-real-progress-not-theatre\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tUCP: real progress, not theatre<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tThe Universal Commerce Protocol (UCP) is a meaningful step forward for agent-assisted commerce.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tIt\u2019s an open, implementable specification that models the full consumer commerce lifecycle: discovery, cart construction, checkout sessions, identity linking, order state, and post-purchase events.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tIt\u2019s designed to interoperate with AP2 and adjacent agent protocols, and it gives merchants a structured, policy-aware way to expose their systems to automated intermediaries without rewriting their commerce stack.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tThat alone would be noteworthy. What makes UCP more significant is that this isn\u2019t just a paper exercise.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tGoogle has already shipped working implementations across its own AI surfaces, wiring real merchants, real catalogues, and real checkout flows into production systems.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tAnyone who\u2019s been around long enough knows the difference between a plausible spec and something that survives contact with payments, identity, refunds, and edge cases.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tUCP has crossed that line.<\/p>\n\n<h2\tdata-slug=\"what-this-enables-in-practice\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tWhat this enables in practice<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tTaken together, UCP and AP2 define a clear, usable model for how agents can participate in commerce today.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tAgents can reason about what\u2019s available, assemble carts, negotiate offers and pricing rules, initiate checkout, track orders, and handle post-purchase events \u2014 all through explicit, machine-readable interfaces rather than scraping or guesswork.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tDelegated execution is part of this model. Through signed mandates, agents can act in human-not-present scenarios, provided the user has authorised a specific intent in advance. Authority is explicit, attributable, and auditable \u2014 whether approval happens synchronously or ahead of time.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tThe result is a system where:<\/p>\n\n<ul\tclass=\"[&amp;_:where(ul,ol)]:ml-20 list-outside pl-20 marker:text-icon-accent marker:font-custom-markers list-bullet! text-16\"\n\t\t>\n\t\n<li class=\"pl-16 text-16 md:text-18 leading-minimal md:leading-[1.4]\">\n\tAgents can meaningfully act, not just recommend<\/li>\n\n<li class=\"pl-16 text-16 md:text-18 leading-minimal md:leading-[1.4]\">\n\tTransactions can complete without constant human supervision<\/li>\n\n<li class=\"pl-16 text-16 md:text-18 leading-minimal md:leading-[1.4]\">\n\tResponsibility is clearly expressed, not implied<\/li>\n<\/ul>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tFrom a user\u2019s perspective, this already looks and feels like a complete purchase journey. From an agent\u2019s perspective, the mechanics of commerce are largely solved.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tWhat varies is not capability, but how that capability is invoked.<\/p>\n\n<h2\tdata-slug=\"mobile-first\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tMobile first<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tIt\u2019s also worth noting where this is most likely to show up first. Agentic retail maps unusually well to mobile.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tSmall screens favour intent over browsing, background execution over step-by-step flows, and quick confirmation over prolonged decision-making.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tPayments, identity, and authentication are already native, and users are accustomed to delegating simple tasks to apps they trust.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tIn that context, agent-assisted \u2014 and increasingly agent-executed \u2014 commerce feels less like a leap and more like a continuation.<\/p>\n\n<h2\tdata-slug=\"what-happens-next\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tWhat happens next<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tAt this point, most of the foundational pieces are at least proven in concept.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tThe protocols exist.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tThe payment rails exist.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tThe mandate models exist.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tAnd some of this is already running in production.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tUsable retail agents can now exist \u2014 not as demos or assistants, but as systems that can reason, negotiate, and complete real transactions under clearly defined rules.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tFrom here, progress will be shaped less by what the technology allows and more by what markets choose to adopt. Different categories, cultures, and regions will make different decisions about how much authority they\u2019re comfortable delegating, and under what conditions. Adoption is unlikely to be uniform or linear and that\u2019s probably a good thing.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tIf there\u2019s one near-term pattern to watch, it\u2019s low-friction, low-engagement shopping on mobile, the kinds of tasks where delegation feels helpful rather than risky. Simple reorders, household basics, and time-constrained purchases are natural candidates.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tCommuter shopping may become an early proving ground: busy professionals briefing agents on the way into work and letting them handle the routine tasks in the background. Not everywhere, and not for everything, but enough to establish new habits.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tWhat UCP represents isn\u2019t the arrival of a single, fixed model of agentic retail, but the moment where speculation gives way to practice \u2014 and where the market starts deciding, context by context, how far it actually wants to go.<\/p>\n\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root bg-orange-300\"\n\t\t\tdata-theme=\"orange-light\"\n\t\t>\n\t<div class=\"\">\n\t\t<div\n\tclass=\"py-64 md:py-144 block-inset-x flex items-center justify-center relative isolate overflow-clip js-block-flagship\"\n\tdata-theme=\"default\"\n\t>\n\t\n\t<div class=\"max-w-7xl max-mid:max-w-xl bg-background rounded-28 p-32 flex flex-col md:flex-row gap-32 text-on-background md:items-center w-fill sm:w-fit md:w-fill\">\n\t\t<img\n\tsrc=\"https:\/\/www.apadmi.com\/uploads\/2026\/07\/Apadmi-logo-white-square-rotation.webp\"\n\talt=\"Apadmi logo on an orange background\"\n\tclass=\"object-cover aspect-2\/3 sm:aspect-3\/2 rounded-20 sm:max-w-xl md:max-w-md max-md:mx-auto max-md:w-fill bg-(--img-avg-color)\"\n\t\t\tdata-brightness=\"light\"\n\t\tstyle=\" --img-avg-color: #FC753D;\"\n\/>\n\t\t<div class=\"sm:max-w-xl max-md:mx-auto\">\n\t\t\t<h2\t\t\t\tclass=\"text-36 md:text-44 leading-none font-black uppercase text-balance\"\n\t\t\t>\n\t\t\t\t<span class=\"sr-only\">Let\u2019s build what\u2019s next<\/span>\n\t<span aria-hidden=\"true\">Let\u2019s build what\u2019s next<\/span>\t\t\t<\/h2>\n\n\t\t\t\t\t\t\t<p class=\"mt-20 md:mt-16\">\n\t\t\t\t\tWe work with ambitious organisations to design, build, and scale digital products that solve real problems, improve customer experiences, and deliver measurable impact.\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\n\n\t\t<a\thref=\"\/en-nl\/contact\"class=\"focus:outline-hidden focus-visible:outline-auto transition uppercase leading-none outline-offset-8 disabled:grayscale disabled:pointer-events-none select-none px-24 py-18 rounded-full font-semibold text-16 bg-accent text-on-accent hocus:bg-on-accent hocus:inset-ring hocus:inset-ring-accent hocus:text-accent button max-md:mt-24 md:ml-36 max-md:mx-auto shrink-0\">\n\t\n\t<span class=\"\">\n\t\tContact us\t<\/span>\n\n\t<\/a>\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":12,"featured_media":998,"template":"","meta":{"es_utils_meta_schema":"","esPageTheme":"default","esPageBackground":"","footnotes":""},"class_list":["post-5037","insight","type-insight","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Agentic retail is here &#8211; Apadmi<\/title>\n<meta name=\"description\" content=\"Agentic retail is fully out in the wild and things are moving quickly. 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