AI 쇼핑 에이전트 및 에이전트형 커머스(2026년) : 도입 동향과 시행 제약

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