Agentic commerce doesn't mean the end of retail websites, but they’ll change. In this webinar, we introduce shopper intents and Forrester's opportunity assessment for answer engine selling and explain how they guide retailers' strategies for their owned sites and unowned experiences.Key takeaways: Discover how consumers' shopping intent dictates where they'll be in their shopping journey.Learn how to apply Forrester's Five Cs to understand whether answer engine selling is a smart strategy to prioritize.Understand how retail websites will have to change in the age of agentic commerce.Target audience level: all levels

Our new report, Death Of The Retail Website As We Know It (Agentic Commerce Transforms Retail Strategy), takes you deeper into our findings. Forrester clients: Register for our webinar on June 30 or watch the replay! Retail websites are being sidelined by something that is more conversational and better aligned to how people want […]

Retail websites as we know them are done. Shopping is becoming more conversational. Traditional retail websites are falling farther behind consumers’ expectations as their intent drives them to different digital channels. Retailers need to assess their customers’ objectives, improve product discovery in their owned environment, and determine whether answer engine selling is a priority based on their customers, products, and brand.

AI is compressing consumer discovery, decision-making, and service into fewer, faster, and increasingly invisible moments. Answer engines and AI agents now decide what customers see — or don’t. Long-standing assumptions about how brands (the first “B”), intermediaries (the middle “B”), and customers (the “C”) create value no longer apply. Rather than layer AI onto existing […]

B2B2C digital strategies are at an inflection point. AI is compressing discovery, decision-making, and service into fewer and faster AI-mediated moments, putting unprecedented pressure on B2B2C business models. The most successful B2B2C firms develop strategies that advance their digital products, experiences, and businesses while protecting and enhancing customer experiences.

Leaders at B2B2C companies need to redesign their digital strategy for an AI-mediated world by putting customer obsession at the center. As AI compresses discovery, decision-making, and service, organizations should start with how customers define success and work back to align partners, elevate experiences, and rebalance operations across the B2B2C ecosystem. Digital business and strategy leaders should read this report, together with B2B2C Digital Strategy In An AI Age, to learn how to adapt for success in an AI-powered future.

AI shopping assistants aren't buying groceries autonomously... yet. But digital leaders cannot afford to ignore digital commerce. The time is now to build your strategy.

Agentic commerce has the potential to fundamentally change the ways in which consumers and business buyers discover and purchase products. However, the hype is outpacing the current reality. Most current experiences are “conversational commerce” and merely assistive, rather than autonomous (i.e., truly agentic). This research outlines how the various forms of digital commerce will become bona fide agentic, as well as how to use Forrester’s Agentic Commerce Framework to assess your current readiness and prepare as agentic commerce matures.

Nearly half of online adults in the US and UK now regularly use answer engines — but agentic commerce has not taken off. Currently, commerce through these interfaces centers on product research and discovery rather than transactions. True autonomous purchases by agents today are still rare; however, consumers say they’re interested in the capability, especially for commoditized items. Overall, consumers show a mix of trust in and adoption of answer engines for commerce-related use cases. This report reviews the nuances of current consumer trends in agentic commerce to help digital leaders understand where it is today and how it may evolve in the future.

Digital business leaders struggle to identify which tech solutions will solve their business problems. Vendors’ marketing messages and a lack of standardization in the market amplify the challenge. Although there are standard market categories for tech, there have been no universal rules for the functions each category provides — until now. This report outlines Forrester’s Function-First Tech Buying Framework, which creates standards for the functionality included in each tech market category. This report uses the Function-First Tech Buying Framework to look at the digital experience platform category.