Emily Pfeiffer
Principal Analyst
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AI Browsers Are A Successful Failure
AI browsers, such as Perplexity’s Comet and OpenAI’s (already sunsetted) Atlas, promised to reinvent how consumers navigate the internet, yet these dedicated AI browsers have struggled to achieve mainstream adoption. Forrester’s July 2026 survey of its ConsumerVoices Market Research Online Community found that only 8% of respondents use AI browsers often while 61% never use […]
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DoorDash + Instacart: A Good Idea But Not For The Reasons They Say
DoorDash announced on October 29 that it will buy Instacart for about $17 billion. Read our analysis.
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Don’t Block All The Bots — They Might Be Shopping For Your Customers
Bot and agent management is crucial for preventing attacks from unwanted bots. But in retail, blocking all agents can block shoppers, too.
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Predictions 2027: Digital Commerce Enters Its Post-Click Era
Forrester predicts a new era of digital commerce as AI agents take on more of the buying journey. Digital leaders will need to adapt as discovery, evaluation, and purchasing increasingly happen beyond their direct control.
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Agentic Commerce Exposes The Missing Dimension In Product Data
As agentic commerce takes hold, traditional product attributes won’t be enough. Learn why merchants need product data that answers shoppers’ real-world questions about fit, use, and outcomes, and how to start making that shift.
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Meta, Amazon, And The Real Question About Agentic Commerce
Recent media reports have highlighted Amazon’s decision to block Meta’s Muse AI agent from making purchases on its marketplace. Muse has quickly gained attention for its ability to research products, complete tasks, and shop on behalf of consumers, while Amazon appears focused on maintaining direct control of the customer relationship and checkout experience. Retailers Should […]
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To Prepare For The Future Of Owned Search, Take Our ADVICE
Forrester’s ADVICE framework guides merchants to optimize content for discoverability in their owned environment — i.e., their sites and apps. Learn what to do.
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Conversational Commerce Moves Closer To Mainstream Reality
Recent moves from major players in the market are embedding both commerce and conversation into more experiences — learn more.
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How To Maximize Value — And Minimize Risks — Of AI Assistants In Commerce Software
As commerce vendors embed genAI assistants into their platforms, digital leaders must balance productivity gains against growing governance risks to ensure that AI-generated work remains visible, auditable, explainable, and aligned with organizational policies.
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The Results Are In For The First Forrester Wave™ On Both B2B And B2C Commerce Solutions
In our evaluation of B2B and B2C commerce solutions providers, we identified the most significant ones and researched, analyzed, and scored them. Learn more.
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Retail’s Incremental Total Experience Shift: Select Brands See Significant Improvement
Forrester assessed 41 major US retailers for our Total Experience Score to determine how well brands win and serve customers. Retailers have work to do: The average Total Experience Score across all retailers was a mere 59.1 on a 100-point scale. Still, retail did improve compared to last year, increasing a statistically significant 0.4 points […]
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Digital Commerce Has Moved On — Many Retail Websites Have Not
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 […]
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Redesign B2B2C Digital Strategy For The AI Era
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 […]
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The State Of Agentic Commerce In Mid-2026
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.
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Amazon Opens Its Supply Chain Empire To All — But Is It A Fit For Your Business?
Amazon’s AWS Playbook: Now Applied To Supply Chain Logistics Per ShipMatrix, in 2025, Amazon surpassed the US Postal Service, FedEx, and UPS to become the largest parcel carrier in the US by volume. Globally, it delivers an estimated 13 billion packages every year. After decades spent building one of the world’s most formidable logistics networks […]
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Attend Forrester’s Agentic Commerce Workshop To Ensure That You’re Asking The Right Questions About Agentic Commerce
Are you asking the right questions about agentic commerce? Join us at Forrester’s CX Forum East (NYC) and West (San Francisco) in June for our workshop, “Catalyze Agentic Commerce — How To Move From FOMO To Focus.”
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Agentic Commerce-Era Lessons From Social Commerce And Digital Ad Channels
Before diving into agentic commerce, take stock of four lessons that social commerce taught us to make wise decisions today.
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When Things Go Wrong With A Commerce Task, Many Consumers Will Blame The Answer Engine
We asked consumers in the US, the UK, and Canada who they would hold responsible for issues when they use an answer engine to complete commerce-related tasks. Consumers might take personal responsibility for some issues (such as feeling that their prompts hadn’t been targeted enough) or might even hold the brand they ordered from responsible. […]
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No, You Can’t Just Vibe Code Commerce — Yet
“What coding?” Vibe coding is the cute term for using genAI systems to create, debug, or update programming code. People can use it without knowing how to write a line of code themselves. What this means: Lots of people are generating code they don’t understand. It’s not just developers using these tools to code faster; for example, it’s schoolteachers writing their […]
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Power Couple OpenAI + Amazon May Have Just Won Consumer Agentic Commerce
As the Shopify-OpenAI partnership appears to be ending, a new alliance may be set to dominate. Learn how it could unfold and what the implications may be.
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