零售商代理商务的SWOT分析

January 2026 Executive Summary The move to agentic commerce represents the most significant shift in retail since the start of e-commerce. Success requires movingbeyond "chatbots" to a system where your brand can communicate, negotiate, and transact directly with consumer-led AI agents. Byaddressing the 24 critical considerations identified across this SWOT assessment, retailers can transition from passive storefronts to activeparticipants in an agent-led economy. To master these 24 considerations, retailers should prioritise interoperability and trust. The transition from a web-based "pull" model to anagent-led "push" model is not merely a technical upgrade; it is a total redesign of the customer journey. While this report outlinesnumerous calls to action across technology, operations, merchandising, and risk functions, retailers must prioritise ruthlessly to avoidspreading resources too thin. Developing a clear, phased roadmap, starting with immediate actions like API optimisation and product datastructuring, followed by mid-term investments in auditable logs and “Know your Agent” (KYA) compliance, is essential for buildingcompetitive advantage without attempting to achieve everything simultaneously. This structured approach ensures focus on high-impactcapabilities first, delivering measurable progress while maintaining flexibility to adapt to rapidly evolving agentic commerce standards andadoption curves. Agentic commerce represents a substantial disruption within digital retail, with the global opportunity estimated at approximately USD 2.9billion by 2030. Unlike the gradual shift from physical stores to e-commerce in the late 1990s and early 2000s, agent-led shopping isexpected to cannibalise traditional e-commerce at a materially faster rate, as AI agents increasingly intermediate product discovery,comparison, and checkout. This dynamic is fundamentally different from omnichannel, which blurred the boundaries between offline andonline sales; agentic commerce instead reconfigures how online demand itself is generated and directed, reshaping the economics andcompetitive landscape of e-commerce. Retailers who successfully design for Agent-to-Agent commerce will capture the "intent" of the consumer long before they ever reach atraditional search engine or social media feed. Agentic commerce is an exciting opportunity for retailers. Report Contributors Davide VillaManager Reuben JosephBusiness Analyst Elisabetta NadalConsultant Mark BeresfordDirector Table of Contents Introduction The purpose of a SWOT assessment of agentic commerce is to provide a concise strategic view of its viability and impact by clarifying the strengths of autonomous,AI-driven transactions, exposing internal weaknesses such as reliability, data readiness, and governance gaps. Identifying opportunities for new business modelsand market expansion through Agent-to-Agent interactions and predictive purchasing, and exploring external threats including regulatory uncertainty, securityrisks, fraud, platform dependence, and loyalty erosion. Overall, this SWOT Assessment aims to help executives in retail to make informed investments, define product roadmaps, and create risk-mitigation plans bybalancing value creation against operational, legal, and reputational considerations. While a SWOT assessment is a staple of strategic planning, its simplicity is both its greatest strength and its primary limitation. It is often criticised for being a"snapshot in time”. Agentic commerce is evolving at a remarkably fast pace, moving from early experimentation in 2024 to real-world deployments and measurabletraffic growth in 2025 and early 2026. The adoption is being driven by major payment platforms, fintech companies, embedding autonomous purchasingcapabilities (such as chat-based checkouts and AI shopping agents), with retail traffic from AI interfaces growing exponentially year-over-year, if not month-over-month, and early use cases already visible on major retail commerce sites. Edgar, Dunn & Company (EDC) forecasts suggest the market could expand into thebillions of dollars by 2030, with projections of significant global sales and widespread consumer use, highlighting that what was once conceptual innovation isquickly becoming a mainstream business reality. The reader must recognise this assessment is a snapshot in time. The threats and weaknesses of agentic commerce today will change in the next 6 to 12-months.Just as we have seen rapid adoption, the strengths and opportunities of agentic commerce in retailing are likely to surprise us all. As we have seen the massadoption of contactless payment at the Point of Sale took around eight years. The adoption of ChatGPT has scaled from a limited proof of concept into one of theworld’s most used online tools in just a few years. At the end of 2025, it had around 800 million weekly active users. ChatGPT is not the only AI tool that is expectedto stimulate and support growth in agentic comme