The new customer is no longer a person: it is an algorithm. E-commerce is facing its most radical transformation since the smartphone era. It’s no longer about optimizing a website for a human to click: we are entering the era of Agentic Commerce, in which AI agents like ChatGPT, Rufus, Perplexity, or Google AI Overviews stop being mere recommendations and become the final buyers on behalf of the consumer.
“The consumer is delegating their purchase intent to digital agents who know their budget and real needs. For brands, this means that their new customer is no longer just a person, but an algorithm that decides in milliseconds based on objective data,” explains Álvaro Gómez, CEO of Elogia (Grupo Viko).
The numbers prove this isn’t a theoretical projection: 900 million people use ChatGPT every week (OpenAI, 2025) and 2.0 billion consult Google AI Overviews monthly (Google, 2025). IA-driven traffic to eCommerce surged nearly fifty-fold during the last holiday season (Adobe, 2025), and Gartner estimates that autonomous agents will handle $15 trillion in B2B purchases by 2028.
Key data:
- 900 million weekly active users are already using ChatGPT (OpenAI, 2025) and 2.0 billion users consult Google AI Overviews monthly (Google, 2025).
- AI-sourced traffic to eCommerce grew 4,700% year-over-year during the last Shopping Season (Adobe, 2025).
- Gartner projects $15 trillion in B2B purchases that AI agents will manage by 2028.
13% of American consumers already use an AI to buy (IAB, 2025) and 1 in 3 shoppers compared prices on the most recent Black Friday using an agent (Consulterce, 2025). Artificial intelligence is now the second most reliable source for buyers when deciding, just behind the physical store, ahead of user reviews, influencers, and traditional advertising (Accenture, 2025).
Amazon Rufus, Amazon’s shopping agent, reached 250 million unique users in 2025, lifts the conversion rate by 60%, and is estimated to contribute more than $10 billion in annualized incremental revenue.
United States: From Early Hype to Early Adoption
Far from being a distant phenomenon, the United States is already in the thick of the shift. According to the latest IAB study (2025), 13% of American consumers use artificial intelligence to make purchases, and Consulterce (2025) finds that 1 in 3 shoppers compared prices during the last Black Friday using a conversational agent. The most relevant data for brands comes from Accenture (2025): AI is now the second most reliable source of information for buyers, just behind the physical store, ahead of user reviews, influencers, and traditional advertising.
Álvaro Gómez’s thesis —developed in his industry forum appearances and in Elogia’s internal sessions with clients— contends that Agentic Commerce rewrites the rules of traditional marketing. By delegating the purchase to an agent, loyalty to the logo dissolves in favor of the algorithm’s efficiency, which filters by margin, availability, verifiable reputation, and traceability.
This inaugurates a critical discipline: the AEO (Agent Engine Optimization), the optimization of the digital presence to be chosen by AI agents, not by traditional search engines.
“Traditional SEO is no longer enough. The challenge now is machine-readability: if your product information isn’t perfectly interpretable by an AI, your brand will be invisible to the agent executing the purchase on behalf of the user. Marketing is shifting from wooing people to convincing algorithms,” states Gómez.
The change, according to Elogia’s CEO, shows up in four signals they already identify among their clients: less human traffic but a higher conversion rate, rising CPCs due to the new competition to appear in results consumed by agents, a focus on the Agent Experience (less UX, higher-quality feeds and APIs), and disintermediation between brand and consumer.
The “Agentic Commerce Canvas”: A Strategic Roadmap
To help companies navigate this shift, Álvaro Gómez has developed the Agentic Commerce Canvas, an Elogia proprietary model that classifies purchase categories by their degree of “agent delegability”:
- Agentic delegation zone: recurring and low-emotional-commitment products — groceries, household supplies, consumables, subscriptions, corporate travel — that will be bought increasingly autonomously by agents. “Here, those not optimized for agents disappear from the digital shelf,” warns Gómez.
- Experiential zone: categories with high identity, hedonic, or relational components — luxury, aspirational fashion, entertainment, meaningful gifts — where AI will assist in the decision but the human retains final control. “Here physical retail regains its full purpose, and brands must double down on the experience.”
