The state of agentic storefronts: How AI agents guide shoppers on frictionless, full-funnel journeys

This State of the Industry report, sponsored by Swap, explores how brands, retailers and agencies are adopting agentic commerce, including agentic storefronts, to enhance shopping experiences.

Artificial intelligence is the new entry point in e-commerce, as more shoppers rely on AI-powered summaries and assistants to discover products. Beyond discovery and product recommendations, AI agents are also helping shoppers evaluate options, make decisions and even complete purchases.

According to Salesforce data, AI and agents drove 20% of all retail sales and accounted for $262 billion in holiday spend during the 2025 holiday shopping season. To keep up, brands and retailers are implementing agentic tools to better personalize shopper experiences and drive growth. Others are rethinking the traditional e-commerce model from the ground up — shifting from static websites to agentic storefronts with conversational experiences that guide customers every step of the way.

For this new State of the Industry report, Glossy and Swap surveyed 80 brand, retailer and agency respondents to learn how they are adopting agentic tools. Ninety percent of respondents are already using AI to improve their consumers’ shopping experience, the survey found.

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