Snippets From Market Share Handbook 2026 Edition

Research evidence excerpt

Snippets From Market Share Handbook 2026 Edition

Agentic Commerce

Adoption Hurdles Exist on Both the Consumer and Merchant Side

Consumer Adoption Hurdles Merchant Adoption Hurdles

AC Risks Disintermediating Consumer/Merchant

Consumer Commercial Intent is Low Today Relationship

Agentic Commerce commercial intent is closer to (and still Merchant connection moves from a human to an agent,

below) Social Commerce adoption than Traditional Search potentially erasing hard-earned brand loyalty and goodwill

Potential for Margin Compression if/when Agents

Optimize for Price

In Consumer Payments, Trust is Earned, Not Given

Potentially drives merchant competition more towards price

and away from brand identity We expect consumers to be hesitant to provide sensitive

bank account and card information to an LLM, at least initially

Checkout Conversion via LLM is Lower than

Traditional Ecomm Today

JPM AI Adoption Survey Early Case Studies Position LLMs as Discovery Tools,

Commercial Usage by Platform not a Transaction Facilitator

• OpenAI, ChatGPT prioritizing product discovery, not

transaction facilitation

• Walmart pulling back from ChatGPT Instant Checkout;

saw conversion rates 3x lower than direct transactions

• Shopify Agentic Storefronts allow users to discover

merchants in ChatGPT; complete purchase via in-app

browser, carrying over merchant customizations and

pricing logic

Source: J.P. Morgan 2026 AI Adoption Survey Sources:

N=2,524, multi-select The Information: OpenAI Scales Back Shopping Plans for ChatGPT

Note: respondents were asked “in the last 3 months, which platforms have you used to purchase an Wired: Why Walmart and OpenAI Are Shaking Up Their Agentic Shopping Deal

item?” Shopify: Agentic Storefronts