The Agentic Era: Catalyzing Growth and Innovation

Research evidence excerpt

The Agentic Era: Catalyzing Growth and Innovation

Global Insight

July 19, 2026 10:00 PM GMT

Morgan Stanley & Co. LLCMGlobal eCommerce Andrew R Ruben

Equity Analyst

The Agentic Era: Catalyzing Andrew.Ruben@morganstanley.comBrian Nowak, CFA +1 212 761-4415

Brian.Nowak@morganstanley.com +1 212 761-3365

Growth and Innovation Nathan Feather

Nathan.Feather@morganstanley.com +1 212 761-9812

With innovation in discovery & purchase pathways, we see

Morgan Stanley C.T.V.M. S.A.+

agentic commerce further powering online retail. The sector de- Alexandre K Namioka, CFA

rated amid disruption fears, but our adoption and incrementality EquityAlexandre.Namioka@morganstanley.comAnalyst +55 11 3048-6073

frameworks drive a more constructive view, and we identify

Morgan Stanley Asia Limited+

platforms positioned to capitalize on the agentic era. Gary Yu

Agentic commerce can reduce friction and power Gary.Yu@morganstanley.com +852 2848-6918

the secular shift online; our proprietary model Eddy Wang, CFA

shows a US$7 trillion eCommerce opportunity by Eddy.Wang@morganstanley.com +852 2239-7339

2030, with a +9% CAGR accelerating from +7%

Morgan Stanley & Co. International plc+

2021-2025 growth. We identified in November that Luke Holbrook

Agentic Shoppers Are Coming: From assisted search Equity Analyst

Luke.Holbrook@morganstanley.com +44 20 7425-1882

to autonomous purchasing, AI-driven commerce agents are increasingly acting as

personal digital shoppers, with the ability to research, manage, and ultimately Morgan Stanley Asia (Singapore) Pte.+

Divya Gangahar Kothiyal

transact online purchases on behalf of consumers. We see this as the next evolution Equity Analyst

in a three-decade eCommerce path of lower friction, broader supply, faster logistics, Divya.Gangahar@morganstanley.com +65 6834-6438