全球人工智慧購物代理和基於代理的商務（2026）：部署趨勢和實施限制

人工智慧購物代理正在再形成全球電子商務：應用範圍不斷擴大，但交易執行仍受到限制。

主要亮點

• 人工智慧在電子商務的應用主要集中在初期階段，比較階段的使用率約為 62%，但結帳階段的使用率僅為 23% 左右，購買後使用率僅為 19% 左右。
• 在美國，到 2025 年 7 月，人工智慧驅動的零售流量預計將年增率高達 4700%，而自然搜尋流量則呈下降趨勢。
• 到 2030 年，全球基於代理的商業收入可能達到 3 兆美元至 5 兆美元，這反映了其長期的結構性潛力。

人工智慧正在改變數位商務中的需求形成方式。

人工智慧驅動的介面正日益影響消費者發現和評估產品的方式，將購物旅程的多個階段整合到單一互動中。人工智慧驅動的推薦和搜尋的興起表明，產品可見性和需求形成正從傳統的瀏覽方式轉向人工智慧驅動的環境。

在支付和信任領域，執行層面仍存在限制因素。

儘管人工智慧在產品發現領域得到廣泛應用，但交易執行仍受到支付核准框架、基礎設施建設和可靠性問題的限制。消費者出於安全、隱私和信任方面的擔憂，不願委託他人進行交易，顯示影響力與實際執行之間存在差距。

介面和基礎設施控制決定了競爭地位。

市場競爭正轉向人工智慧介面及其基礎設施的所有權。封閉式生態系統和開放模式之間的策略差異正在影響交易路由方式和商家觸達消費者的方式，從而導致對人工智慧主導的分銷層的依賴性日益增強。

本報告探討了人工智慧購物代理和基於代理的商務的全球趨勢，總結了消費者對人工智慧購物的使用情況、對人工智慧使用的看法、使用率趨勢、技術基礎、執行層面的挑戰、市場結構的變化和零售商的應對措施，以及未來展望。

目錄

第1章要點

第2章 管理概要

第3章：消費者對人工智慧購物的接受度與信任度

• 人工智慧在購物領域的引進與應用
• 全球：消費者對購物領域生成式人工智慧的接受度
• 全球：消費者對人工智慧驅動的電子商務功能的興趣日益濃厚
• 全球人工智慧使用率：按消費者購物類別分類
• 全球：人工智慧在購物旅程中的應用：按任務分類
• 人工智慧驅動的發現及其對決策的影響
• 全球：人工智慧在早期產品發現與決策中的作用
• 全球：人工智慧對零售業品牌影響力與購買決策的影響
• 消費者信任度、擔憂和採用障礙
• 全球整體：消費者對商業領域基於代理的人工智慧的主要擔憂
• 美國：消費者信任資訊來源能夠掌控整個購物體驗。
• 歐洲：購物行為與信任的動態變化
• 歐洲：通用人工智慧在購買旅程認知階段的應用
• 歐洲：通用人工智慧在採購旅程的規劃與採購階段的應用
• 歐洲：購後階段通用人工智慧利用率
• 歐洲：消費者對人工智慧工具在購買過程中的自主性接受度較高
• 歐洲：對人工智慧工具在消費者購買過程中的自主性表示擔憂。
• 亞太地區：人工智慧輔助購物中的通路行為
• 亞太地區：消費者在產品發現過程中對線下、線上和人工智慧管道的接受度
• 亞太地區：線下、線上和人工智慧通路在消費品研究中的應用
• 章節概要
• 章節摘要：消費者人工智慧應用

第4章：人工智慧驅動的流量變化與傳統發現方式的衰退

• 北美：人工智慧驅動的交通出現混亂徵兆
• 美國：受自然搜尋和通用人工智慧驅動，零售流量較去年同期變化
• 美國和加拿大：按來源分類的電子商務流量年成長率
• 歐洲：人工智慧流量佔有率不斷擴大
• 歐洲：人工智慧驅動的搜尋訪問量佔自然流量的一定比例。
• 歐洲：LLM推薦流量佔網站總流量的百分比
• 歐洲：LLM流量對零售業的產業層面影響
• 歐洲：零售商LLM推薦流量年增
• 歐洲：時尚和運動產業流量較去年成長（依來源分類）
• 歐洲：奢侈品產業流量較去年成長（依來源分類）
• 歐洲：專業零售業客流量年增：依來源分類
• 歐洲：市場流量年成長率（不包括亞馬遜）：按來源分類
• 歐洲：市場流量（包括亞馬遜）年成長率：按來源分類
• 歐洲：D2C 和品牌自有網站流量較去年成長：依來源分類
• 歐洲：全通路零售流量較去年成長率（依來源分類）
• 歐洲：大眾零售客流量年增幅（依來源分類）
• 人工智慧轉診在主要市場的成長
• 美國：ChatGPT 的零售商建議量和市場佔有率
• 英國：ChatGPT 的零售商建議量和市場佔有率
• 德國：ChatGPT在零售業的建議量和市場佔有率
• 法國：ChatGPT在零售業的建議量和市場佔有率
• 章節概要
• 章節摘要：零售商主導的推薦流量成長率及其占電子商務總流量的百分比

第5章：基於代理商的商業的技術基礎與平台動態

• 技術基礎與平台基礎設施
• 全球：基於代理商的商務的技術基礎、通訊協定和平台整合。
• 全球：大型科技公司和付款管道對模型情境通訊協定的採用情況
• 全球：人工智慧主導的商業分銷和商家准入平台策略
• 全球競爭：一體化生態系與開放式商業基礎設施模式
• 人工智慧驅動的產品發現與選擇機制
• 全球：人工智慧主導的發現、外包產品比較、基於平台的交易
• 全球：人工智慧對產品選擇和零售商決策的影響
• 人工智慧代理在企業中的引進與未來發展
• 全球：基於代理的人工智慧和通用人工智慧的應用案例/概念驗證驗證佔有率：按行業分類
• 全球人工智慧代理使用率：按業務職能分類
• 全球：人工智慧何時有望成為購物領域的主流
• 章節概要
• 章節概要：代理商務中的技術基礎、通訊協定整合與經營團隊期望

第6章：基於代理人的商業的支付、信任與執行層

• 代理主導支付和新型支付基礎設施
• 全球：支付、核准和代理商主導的結帳
• 全球：Visa 的人工智慧基礎設施、代幣化支付、數位身分和代理商務整合。
• 全球趨勢：人工智慧代理、穩定幣和分期付款
• 全球範圍：從支付執行到授權、信任和可程式交易邏輯
• 全球：支付核准率、拒絕因素和多提供者最佳化技術。
• 人工智慧支付中的安全、詐欺和風險管理
• 全球：基於代理商的商業環境中的安全、詐欺預防和平台管治
• 全球範圍內：人工智慧在交易監控、身份驗證和支付最佳化中的應用
• 全球：詐欺損失不斷增加、無卡交易 (CNP) 風險、人工智慧攻擊以及持續的風險模型更新。
• 全球：詐欺率、損失率、訂單拒收率、商家風險管理
• 支付中的可信度、可解釋性和實施限制
• 全球：人工智慧個人化、詐騙偵測的優勢、基礎設施限制和合規性需求。
• 全球範圍內：人工智慧應用方面存在信任差距、可解釋性問題和組織差距。
• 世界：支付​​處理流程、系統依賴關係和核准決策層。
• 人工智慧支付的區域趨勢
• 美國：基於代理的人工智慧在交易執行、營運應用和安全支付的應用
• 美國：人工智慧購物功能、虛擬卡整合以及支付領域的普及障礙
• 歐洲：人工智慧支付中的深度造假、合成身份和註冊操縱
• 亞太地區：合成身分詐騙、深度造假、身分驗證漏洞及金融科技國家趨勢
• 章節概要
• 章節摘要：代理主導的支付授權、支付方式和代理通訊中的安全框架

第7章 市場擾亂與商業結構變化

• 人工智慧驅動的購物體驗顛覆與變革
• 全球：人工智慧/LLM主導的零售和電子商務顛覆性風險
• 全球趨勢：人工智慧購物代理、產品發現行為與購買委託
• 全球：人工智慧融合驅動的消費者購買行為結構性變化
• 平台的力量、零售商策略與競爭定位
• 全球：電子商務平台趨勢、流量所有權與賣家曝光度
• 全球：零售商商業中人工智慧整合的策略方法
• 全球：人工智慧平台和基礎設施領域的贏家與市場和搜尋引擎主導零售商面臨的風險
• 歐洲：消費行為與信任作為市場指標
• 歐洲：人工智慧在消費者購物、信任與委託的應用
• 歐洲：消費者對人工智慧主導的購物行為的信任度及授權程度。
• 章節概要
• 章節摘要：人工智慧帶來的顛覆性風險、平台趨勢以及零售商在人工智慧主導的商業中的定位。

第8章：零售商對人工智慧商務的因應與策略調整

• 可見性變化、人工智慧實施、通路曝光
• 全球：除了您自己的管道之外，可見度、轉換促進因素和差異化正在改變。
• 全球：零售/電子商務：人工智慧驅動發現的通路構成比：按顛覆性風險分類
• 全球：零售業通訊人工智慧的應用
• 人工智慧驅動的零售業差異化與策略性應對
• 全球：人工智慧對客戶滿意度的影響
• 全球：人工智慧對競爭差異化的影響
• 全球：基於代理的人工智慧能夠提高效率、個性化和可靠性。
• 全球：如何適應零售/電子商務領域不斷變化的AI主導發現能力
• 章節概要
• 章節摘要：零售商對人工智慧應用、通路組合和人工智慧驅動的發現轉型所採取的組織應對措施

第9章 市場展望：從輔助購物到自主購物

• 全球演進：從輔助發現到貫穿整個商務旅程的自主購買
• 全球：消費者對在支付領域使用基於代理的人工智慧的興趣。
• 全球：代理商務市場展望、收入潛力及應用管道
• 章節概要
• 章節摘要：代理式商務在整個商務旅程中的收入前景和採用路徑

AI Shopping Agents Reshape Global E-Commerce as Adoption Expands While Transaction Execution Remains Constrained

Key Highlights

• AI adoption in commerce is concentrated in early-stage activities, with usage at ~62% for comparison versus ~23% at checkout and 19% post-purchase.
• Generative AI retail traffic in the U.S. shows growth of up to 4,700% year over year in July 2025, alongside declining organic search traffic.
• Global agentic commerce revenue could reach USD 3 trillion to USD 5 trillion by 2030, reflecting long-term structural potential.

AI Is Reshaping Demand Formation in Digital Commerce

AI-driven interfaces are increasingly influencing how consumers discover and evaluate products, integrating multiple stages of the shopping journey into a single interaction. Growth in AI-driven referrals and search indicates that product visibility and demand formation are shifting away from traditional browsing and toward AI-mediated environments.

Execution Layer Constraints Persist Across Payments and Trust

Despite strong adoption in discovery, transaction execution remains constrained by payment authorization frameworks, infrastructure readiness, and trust. Consumers show limited willingness to delegate transactions due to concerns around security, privacy, and reliability, indicating a gap between influence and execution.

Control of Interfaces and Infrastructure Defines Competitive Positioning

Market competition is shifting toward ownership of AI interfaces and supporting infrastructure. Diverging strategies between closed ecosystems and open models are shaping how transactions are routed and how merchants access consumers, with increasing reliance on AI-driven distribution layers.

Table of Contents

1. Key Takeaways

2. Management Summary

3. Consumer Adoption and Trust in AI Shopping

• 3.1. Global Adoption and Usage of AI in Shopping
• Global: Consumer Openness to Generative AI in Shopping, in % of Consumers, 2024
• Global: Consumer Interest in AI E-Commerce Features, in % of Respondents, 2025
• Global: AI Usage by Consumer Shopping Category, in % of Respondents, February 2026
• Global: AI Usage Across the Shopping Journey by Task, in % of Respondents, February 2026
• 3.2. AI-Driven Discovery and Decision Influence
• Global: Role of AI in Initial Product Discovery and Decision-Making, April 2026
• Global: Impact of AI on Brand Influence and Purchase Decision Criteria in Retail, April 2026
• 3.3. Consumer Trust, Concerns, and Adoption Barriers
• Global: Key Consumer Concerns About Agentic AI in Commerce, in % of Respondents, Aug 2025
• U.S.: Consumer Trust in AI Sources for Executing the Entire Shopping Experience, in % of Resp., Sep 2025
• 3.4. Europe: Shopping Journey Behavior and Trust Dynamics
• Europe: Gen AI Usage in the Awareness Stage of the Shopping Journey, in % of Respondents, December 2025
• Europe: Gen AI Usage in the Consideration and Purchase Stage of the Shop. Journey, in % of Resp., Dec 2025
• Europe: Gen AI Usage in the Postpurchase Stage of the Shopping Journey, in % of Resp., December 2025
• Europe: Consumer High Comfort with AI Tool Autonomy During the Shopping Journey, in % of Resp., Dec 2025
• Europe: Consumer Low Comfort with AI Tool Autonomy During the Shopping Journey, in % of Resp., Dec 2025
• 3.5. APAC: Channel Behavior in AI-Assisted Shopping
• APAC: Consumer Usage of Offline, Digital, & AI Channels for Product Discovery, in % of Resp., 2024
• APAC: Consumer Usage of Offline, Digital, & AI Channels for Product Research, in % of Resp., 2024
• 3.6. Section Summary
• Section Summary: Consumer AI Engagement by Shopping Stage and Delegation Trust Thresholds, April 2026

4. AI-Driven Traffic Shifts and the Decline of Traditional Discovery

• 4.1. North America Disruption Signals in AI-Driven Traffic
• U.S.: YoY Change in Organic Search and Gen AI Retail Traffic, in %, 2024-2025
• US & Canada: Year-Over-Year Growth in E-Commerce Traffic by Source, in %, January - December 2025
• 4.2. Expansion of AI Traffic Share in Europe
• Europe: Share of AI-Driven Search Visits in Total Organic Traffic, in %, Early 2024 - End of 2026
• Europe: Share of LLM Referral Traffic in Total Website Traffic, in %, Late 2025 - Late 2026
• 4.3. Sector-Level Impact of LLM Traffic in European Retail
• Europe: Year-Over-Year Growth in LLM Referral Traffic by Retail Sector, in %, Sep 2024 - Sep 2025
• Europe: Year-over-Year Growth in Traffic by Source in the Fashion and Sport, in %, Sep 2024 - Sep 2025
• Europe: Year-over-Year Growth in Traffic by Source in the Luxury, in %, Sep 2024 - Sep 2025
• Europe: Year-over-Year Growth in Traffic by Source in the Specialty Retail, in %, Sep 2024 - Sep 2025
• Europe: Year-over-Year Growth in Traffic by Source in the Marketpl. (Exc. Amazon), in %, Sep 2024 - Sep 2025
• Europe: Year-over-Year Growth in Traffic by Source in the Marketpl. (inc. Amazon), in %, Sep 2024 - Sep 2025
• Europe: YoY Growth in Traffic by Source in Direct-to-Cust. and Brand-Owned Web., in %, Sep 2024 - Sep 2025
• Europe: Year-over-Year Growth in Traffic by Source in the Omnichannel Retail, in %, Sep 2024 - Sep 2025
• Europe: Year-over-Year Growth in Traffic by Source in the Mass Retail, in %, Sep 2024 - Sep 2025
• 4.4. AI Referral Growth Across Key Markets
• U.S.: ChatGPT Retail Referrals by Volume and Share, in Mill. Visits and % of Total Refer., Oct 2024 - Oct 2025
• UK: ChatGPT Retail Referrals by Volume and Share, in Mill. Visits and % of Total Refer., Oct 2024 - Oct 2025
• Germany: ChatGPT Retail Refer. by Volume and Share, in Mill. Visits and % of Total Refer., Oct 2024 - Oct 2025
• France: ChatGPT Retail Referrals by Volume and Share, in Mill. Visits and % of Total Refer., Oct 2024 - Oct 2025
• 4.5. Section Summary
• Section Summary: LLM-Driven Referral Traffic Growth by Retail Sector and Share of Total E-Comm. Traff., Apr 2026

5. Technology Foundations and Platform Dynamics of Agentic Commerce

• 5.1. Technology Foundations and Platform Infrastructure
• Global: Technology Foundations for Agentic Commerce, Protocols and Platform Integrations, March 2026
• Global: Adoption of Model Context Protocol by Major Tech and Payment Platforms, June 2025
• Global: Platform Strategies for AI-led Commerce Distribution and Merchant Access, March 2026
• Global: Competition Between Integrated Ecosystems and Open Commerce Infrastructure Models, April 2026
• 5.2. AI-Driven Product Discovery and Selection Mechanisms
• Global: AI-Led Discovery, Externalized Product Comparison, and Platform-Based Transactions, April 2026
• Global: AI-Driven Product Selection and Pre-Retailer Decision Influence, April 2026
• 5.3. Enterprise Adoption and Future Development of AI Agents
• Global: Share of Agentic AI and Gen AI Use Cases/POCs by Industry, in % Respondents, June 2025
• Global: AI Agent Use by Business Function, in % of Respondents, April 2025
• Global: Expected Timing of AI Becoming Mainstream in Shopping Use Cases, in % of Resp., Oct - Nov 2025
• 5.4. Section Summary
• Section Summary: Technology Foundations, Protocol Integration and Executive Expectations Across Agentic Commerce, April 2026

6. Payments, Trust, and the Execution Layer of Agentic Commerce

• 6.1. Agent-Led Payments and Emerging Payment Infrastructure
• Global: Payments, Authorization and Agent-led Checkout, March 2026
• Global: Visa AI Infrastructure, Tokenized Payments, Digital Identity, and Agentic Commerce Integration, June 2025
• Global: Emerging Payment Methods for AI Agents, Stablecoins and Installments, March 2026
• Global: Shift from Payment Execution to Permission, Trust, and Programmable Transaction Logic, April 2026
• Global: Payment Authorization Rates, Decline Drivers, and Multi-Provider Optimization Practices, April 2026
• 6.2. Security, Fraud, and Risk Management in AI Payments
• Global: Security, Fraud and Platform Governance in Agentic Commerce, March 2026
• Global: AI in Transaction Monitoring, Identity Verification, and Payment Optimization, June 2025
• Global: Rising Fraud Losses, CNP Risks, AI-Driven Attacks, and Continuous Risk-Model Updates, Nov 2025
• Global: Fraud Incidence, Loss Rates, Order Rejections, and Merchant Risk Controls, April 2026
• 6.3. Trust, Explainability, and Adoption Constraints in Payments
• Global: AI Personalization, Fraud Detection Gains, Infrast. Constraints, and Compliance Needs, Nov 2025
• Global: Trust Disparities, Explainability Concerns, and Organizational Gaps in AI Adoption, June 2025
• Global: Payment Processing Steps, System Dependencies, and Authorization Decision Layers, April 2026
• 6.4. Regional Developments in AI-Driven Payments
• U.S.: Agentic AI Transaction Execution, Operational Applications, and Secure Payments, August 2025
• U.S.: AI-Driven Shopping Capabilities, Virtual Card Integration, and Adoption Barriers in Payments, Aug 2025
• Europe: Deepfakes, Synthetic Identities, and Onboarding Manipulation in AI-Driven Payments, July 2025
• APAC: Synthetic Identity Fraud, Deepfakes, Verification Gaps and Country Trends in FinTech, 2025
• 6.5. Section Summary
• Section Summary: Agent-Led Payment Author., Paym. Methods and Security Frameworks in Agentic Comm., Apr 2026

7. Market Disruption and Structural Changes in the Commerce Journey

• 7.1. AI-Driven Disruption and Transformation of the Shopping Journey
• Global: AI/LLM-Driven Disruption Risk in Retail and E-Comm. Consumer Journeys, in Score, June - Sep 2025
• Global: AI Shopping Agents, Product Discovery Behavior and Purchase Delegation Trends, March 2026
• Global: Structural Changes in the Consumer Shopping Journey with AI Integration, April 2026
• 7.2. Platform Power, Retailer Strategy, and Competitive Positioning
• Global: E-Commerce Platform Dynamics, Traffic Ownership and Merchant Visibility, March 2026
• Global: Retailer Strategic Approaches to AI Integration in Commerce, April 2026
• Global: Winners in AI Platforms and Infrast. vs. Risks for Marketplaces and SEO-Driven Retailers, April 2026
• 7.3. Europe: Consumer Behavior and Trust as Market Indicators
• Europe: Consumer Use of AI in Shopping Journeys, Trust and Delegation, March 2026
• Europe: Consumer Trust in AI-led Shopping Actions and Delegation Boundaries, March 2026
• 7.4. Section Summary
• Section Summary: AI Disruption Risk, Platform Dynamics and Retailer Positioning in AI-Led Commerce, April 2026

8. Retailer Response and Strategic Adaptation to AI Commerce

• 8.1. Shifting Visibility, AI Adoption, and Channel Exposure
• Global: Shift in Visibility, Conversion Drivers, and Differentiation Beyond Owned Channels, April 2026
• Global: Retail / E-Comm. Channel Mix by AI Discovery Disruption Risk, in % of Channel Share, June - Sep 2025
• Global: Retailer Comm. AI Adop. by Use Case, Current & 12-Month Plan. Usage, in % of Resp., Oct - Nov 2025
• 8.2. AI-Driven Differentiation and Strategic Response in Retail
• Global: Impact of AI on Customer Satisfaction, in % of Respondents, June - July 2025
• Global: Impact of AI on Competitive Differentiation, in % of Respondents, June - July 2025
• Global: Enabling Efficiency, Personalization, and Trust with Agentic AI, June 2025
• Global: Retail / E-Comm. Actions in Response to AI-Driven Discovery Changes, in % of Resp., June - Sep 2025
• 8.3. Section Summary
• Section Summary: Retailer AI Adoption, Channel Mix and Organizat. Responses to AI Discovery Disruption, April 2026

9. Market Outlook: From Assisted Shopping to Autonomous Commerce

• Global: Evolution from Assisted Discovery to Autonomous Purchasing Across the Commerce Journey, Apr 2026
• Global: Consumers Interest in Agentic AI Use Cases for Payments, in % of Respondents, August 2025
• Global: Market Outlook for Agentic Commerce, Revenue Potential and Adoption Path, March 2026
• 9.1. Section Summary
• Section Summary: Agentic Commerce Revenue Outlook and Adoption Path Across the Commerce Journey, April 2026