E-Commercehigh impact
Agentic Commerce Is Reshaping Ecommerce: What Agency Owners Must Do Now
By InnovaAI Research1 min read
Forrester's new report warns that traditional retail websites are becoming obsolete as agentic commerce — AI-driven, autonomous shopping experiences — fundamentally transforms how consumers discover and buy products. Marketing agencies that serve ecommerce clients must rethink their digital strategies before their clients get left behind.
Key Facts
01Forrester's new report declares the traditional retail website model is being disrupted by agentic commerce
02AI agents are increasingly bypassing brand websites entirely, completing purchases autonomously on behalf of consumers
03Structured product data and machine-readable feeds are becoming more important than traditional website UX
04Agencies that develop agentic commerce expertise early will have a major competitive advantage
05Ecommerce clients need guidance now — most are unaware of how quickly this shift is accelerating
Why does this matter for agencies?
▶Agency revenue tied to traditional ecommerce CRO and paid traffic may decline as AI agents bypass conventional funnels
▶Clients who fall behind on agentic readiness will see eroding sales, creating urgency for agency-led strategy shifts
▶There is a first-mover advantage for agencies that package agentic commerce advisory as a service offering
▶Product data quality — not just creative — will increasingly determine ecommerce performance
▶AI discoverability is becoming as important as SEO was a decade ago — agencies must build this competency
What should agencies do?
Audit ecommerce clients' product data feeds, schema markup, and inventory APIs for AI-agent readiness
medium effort
Prepare a one-page agentic commerce briefing to share with ecommerce clients at your next review
low effort
Develop an internal agentic commerce service framework or productized offering
high effort
Reassess budget allocation for traditional CRO versus AI-channel optimization in client strategies
medium effort