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Agentic commerce, which involves using AI agents to enhance shopping experiences, was a central theme at the National Retail Federation’s (NRF) annual conference, highlighting its growing importance in the retail sector. Retailers are increasingly shifting from questioning the viability of agentic commerce to focusing on its implementation at scale, with major brands like URBN and Etsy already adopting Stripe's Agentic Commerce Suite. The conference showcased key trends, including the maturation of agentic commerce initiatives, the introduction of Microsoft's and Google's AI shopping experiences, and the development of optimized product catalogs for AI agents. Retailers are also exploring how to maintain customer loyalty through personalized AI shopping experiences, such as Home Depot's Magic Apron and Ralph Lauren's Ask Ralph, which offer tailored assistance and product recommendations. Stripe is building infrastructure to support these developments, allowing retailers to connect their product catalogs to AI agents seamlessly, with features like checkout, payments, and fraud detection integrated into their existing systems.

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