Agentic Commerce

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What is Agentic Commerce?

Agentic Commerce is a new model of digital commerce in which artificial intelligence agents can interpret a need, search for products or services, compare alternatives, recommend the most suitable option, and initiate or complete a transaction on behalf of the user.

The Purpose of Agent-Based Commerce

Searching is no longer just about typing in keywords and visiting different pages. Users can directly express what they need:

“Find a pair of black running shoes, size 44, for less than 140 euros, available for delivery by Wednesday.”

To respond, the agent must understand the customer’s intent, locate eligible products, check prices and availability, compare terms, and facilitate the purchase.

This requires companies to prepare their catalog, data, and infrastructure so that they can be understood and used by AI agents.

GEO Agentic Commerce Project​

For an AI agent or AI model to select a product, it must first find and understand it.

A GEO project for Agentic Commerce focuses on improving the visibility and understandability of the catalog in search engines, virtual assistants, and AI platforms. To achieve this, we optimize:

  • Product names and descriptions.
  • Categories, attributes, and variants.
  • Images and multimodal content.
  • Price, availability, and terms and conditions.
  • Structured data and feeds.
  • Consistency across the website, Merchant Center, marketplaces, and other platforms.
  • Brand authority and relevance.

The goal is to improve products’ ability to appear in conversational searches, comparisons, and AI-generated recommendations.

GEO Agentic Commerce Project

GEO Agentic Commerce Project

UCP, ACP, and Other Agency Trade Payment Protocols

Agent-based commerce requires protocols that enable AI agents to connect with companies’ product catalogs, sales systems, and purchasing processes.

UCP, or Universal Commerce Protocol, is an open standard spearheaded by Google to connect platforms such as Google Search and Gemini with merchants’ systems and payment providers.

ACP, or Agentic Commerce Protocol, is OpenAI’s protocol for connecting companies’ catalogs and business processes with ChatGPT’s discovery and shopping experiences.

These protocols are not payment methods. They are infrastructures that enable the sharing of commercial information, the management of products, the initiation of orders, and the facilitation of purchasing processes. The transaction can rely on payment systems, tokenization, and providers already used by the merchant.

Agentic Commerce with Google and ChatGPT​

Google and ChatGPT are introducing new experiences in which AI plays a direct role in discovering, comparing, and purchasing products.

Agentic Commerce with Google

Google links Merchant Center data to its search, Shopping, Gemini, and other platforms. The quality of the catalog, attributes, price, inventory, and terms and conditions are essential for Google to correctly interpret and select products.

UCP is expanding this infrastructure to facilitate agent-based commerce experiences and connect Google’s systems with companies’ business processes.

Agentic Commerce with ChatGPT

ChatGPT allows users to research, discover, and compare products through natural-language conversations.

Through ACP, merchants can share product and promotional feeds to improve the representation of their catalog in ChatGPT. The protocol also supports checkout processes in which merchants retain control over their orders, payments, customer service, and business relationships.

Agentic Commerce Project: Existing Website vs. New Website​

Existing website

We analyze the current infrastructure, e-commerce, catalogs, feeds, and integrations. Based on this assessment, we design a plan to improve data quality, geographic visibility, and readiness for agent-based commerce protocols and platforms.

New Website

We designed the e-commerce platform from the ground up for people, search engines, and AI agents. The architecture, product listings, data, feeds, and integrations are built according to GEO and Agent-Friendly principles.

It isn’t always necessary to create a new website. The best option depends on the quality and flexibility of the existing infrastructure.

Azurally’s Methodology for Building Agentic Commerce

  • GEO Analysis: We audit the website, catalog, feeds, structured data, platforms, and analytics.
  • GEO Data Strategy: We define taxonomies, attributes, identifiers, and quality and update requirements.
  • GEO Optimization: We tailor product content for conversational searches, comparisons, and recommendations.
  • GEO Activation: We set up Merchant Center, feeds, APIs, platforms, and integrations with agent-based commerce protocols.
  • Measurement and Optimization: We analyze visibility, eligibility, engagement, conversion, and profitability.

Building on that foundation, we’ve laid out the following steps: the Agentic-Friendly Web, Agentic Marketing (GEO, PR GEO, and Paid), and AI Governance projects—all to eventually develop AI agents. With all of this in place, we’ll proceed to build an Agentic-Friendly website.

Measuring E-commerce Results

We created a measurement model that links AI visibility to business results.

According to the project, we can measure:

  • Catalog coverage and quality.
  • Products that have been approved, rejected, or contain errors.
  • Visibility on search engines and AI platforms.
  • Mentions, citations, and recommendations.
  • Traffic generated by attendees and staff.
  • Inquiries, comparisons, and interactions.
  • Products added to the cart.
  • Start and end times for purchases.
  • Conversion, revenue, and profitability.
  • Errors and performance of feeds, APIs, and integrations.
  • The goal is to understand the entire journey: from the moment an AI discovers a product until the user or their agent completes an action.

Why should you develop an Agentic Commerce project with Azurally?

Agentic Commerce is not just a technology project. It requires integrating business strategy, GEO, SEO, e-commerce, content, data, paid media, analytics, and integrations.

As a MarTech agency, Azurally combines these disciplines to prepare the brand’s entire business ecosystem.

Our goal is to ensure that our products are:

  • Understandable to agents.
  • Eligible for new shopping experiences.
  • Significant compared to other alternatives.
  • Accessible through platforms and integrations.
  • Measurable and optimizable from a business perspective.

We are also the No. 1 GEO agency in Spain and Latin America

Agentic Commerce Web FAQs

Why is it important that we at Azurally are experts in GEO for Agentic Commerce?​

Because an agent can only compare or purchase what they can find and understand. GEO enables brands to refine the relevance, product information, entities, and messages necessary for them to be considered in AI-generated responses and recommendations.

Is Web GEO Agentic Friendly the same as Agentic Commerce?​

No. A GEO Agentic-Friendly website is designed to be discovered, understood, and used by LLMs, search engines, and AIs.

Agentic Commerce applies these capabilities to the e-commerce process: catalog, comparison, recommendations, shopping cart, order, payment, and after-sales service.

A GEO Agentic-Friendly website requires the development of an Agentic Commerce project to define it, but they are not the same service.

Does Agentic Commerce support A2A, A2B, and A2C?​

Yes. It can be applied to different types of relationships, but it will depend on the nature of the client’s business:

  • Agent-consumer: A brand representative helps the user choose and make a purchase.
  • Agent-Company: An external agent checks a company’s catalogs, terms, or availability.
  • Agent-agents: Different agents exchange information and coordinate actions through defined integrations and permissions.

Use cases are selected based on the client’s business model and project objectives.

How do we integrate Agentic Marketing with Agentic Commerce?​

Agentic Marketing focuses on visibility, personalization, lead generation, and demand optimization. Agentic Commerce converts that demand into comparison, selection, and purchase processes.

Both disciplines must share the same data, messages, segments, and goals to deliver a consistent experience from discovery to conversion.

Why Do You Need a MarTech Agency to Work on Agentic Commerce?​

Because the project requires coordinating marketing and technology.

It’s not enough to simply implement a protocol or create a feed. You need to align your GEO strategy, content, product catalog, advertising platforms, e-commerce, data systems, analytics, and integrations.

A MarTech agency allows you to approach Agentic Commerce as a comprehensive project, focused on both technological readiness and business results.

How can we help you?

Do you have a project or would you like more information? Feel free to send us a message using the form below

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