Overview

Agentic Commerce as a new channel for interaction and purchasing

At present, the process of purchasing a product online involves users navigating multiple platforms – search engines such as Google, social media such as TikTok, Instagram and YouTube and marketplaces such as Amazon – to be able to find the product that best fits their preferences. This multiplicity of platforms leads to a fragmentation of the points of contact with consumers, generating numerous frictions that slow down and damage the purchase experience. Against this backdrop, consumers demand solutions that enable them to have a complete and integrated journey capable of reducing the complexity of current processes and of adapting in a tailored manner to their preferences and needs.

agentic commerce today and future

Agentic Commerce arose as a new channel for interaction and purchasing based on the use of autonomous intelligent agents capable of taking decisions in an integrated manner throughout the customer’s purchase journey, from the discovery of new products to the post-purchase phase. These agents function as proactive intermediaries, centralising and managing at a single point interactions that have traditionally been distributed across multiple platforms. Also, they take decisions based on quantitative and qualitative information, using real-time machine learning and data analysis techniques to continuously optimise the purchasing experience and anticipate users’ needs.

As part of this paradigm, the Shopping Agents are consolidating their position as essential strategic players in the autonomous trading and payments of the future. They not only determine which products are bought, but also how and when the transactions take place, optimising payment methods, reducing frictions and ensuring value for consumers.

Delegating a purchase to be executed at the most appropriate time (e.g., buying a ticket as soon as it becomes available for sale).
Acquiring a specific product (e.g., a green dress, size S) when the price reaches a given level.
Coordinating multi-agent interactions (e.g., for organising an entire family holiday, including flights, hotels and activities arranged in a synchronised manner)

In the Agentic Commerce ecosystem, we help our customers to maximise opportunities at the same time as we face the critical transaction security challenges arising from this model. At the moment of purchase, an agent validation (‘Know your Agent’) will be displayed. This agent will be responsible of detecting the user’s intent to buy, verifying and registering the transaction, as well as detecting possible fraud attempts. Therefore, this results in a model that is usually more cutting-edge and sophisticated.

Getnet is investing strategically in developing its own models in partnership with third parties and working with the industry to establish robust validation and security protocols and processes. Our main objective is to eliminate this complexity and risk for our customers, enabling them to operate in a secure and efficient way.

This change reflects a transition in which, in the short term, merchants will no longer handle tools directly, but rather they will supervise agents acting in an autonomous and reliable manner, reworking the buying experience and the payment flows towards a fully automated model.

To learn more about Getnet’s Agentic Commerce strategy, please read the whitepaper.

Whitepaper: "Getnet at the Forefront of Agentic Commerce" - Download here.

Blog post: "Agentic payments: the next frontier in digital commerce" - Read here.

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Overview

Agentic Commerce as a new channel for interaction and purchasing