Walmart and Google are accelerating efforts to deploy AI-powered agents that could fundamentally change how consumers discover, compare and purchase products online, marking a new phase in the battle for control of digital commerce.
Both companies are investing heavily in “AI shopping agents”, software systems designed to act on behalf of users by searching for products, comparing prices, tracking preferences and even completing purchases with minimal human input. The shift reflects a broader industry move away from traditional search-and-click shopping toward automated, conversational and intent-driven commerce.
For Walmart, the strategy is about defending its position as the world’s largest retailer while closing the gap with Amazon in e-commerce and AI-driven logistics. The company has been integrating AI agents into its online platforms to help customers reorder groceries, plan shopping lists, find substitutes when items are out of stock, and optimise delivery options based on price and speed. Executives see AI agents as a way to reduce friction, increase basket size and improve customer loyalty.
Google, meanwhile, is positioning AI agents as the next evolution of search. Rather than users manually scrolling through links and ads, Google’s vision involves AI systems that understand a shopper’s intent, such as budget, brand preferences or sustainability concerns, and autonomously surface or purchase the best option. This approach also protects Google’s advertising-driven business model, which faces disruption as users increasingly rely on AI assistants instead of traditional search results.
The stakes are high. AI agents could reshape how brands reach consumers, potentially reducing the importance of sponsored listings and shifting power toward platforms that control the agent’s decision-making logic. Retailers fear losing direct relationships with customers if AI agents become the primary interface for shopping, while tech firms see an opportunity to become indispensable digital intermediaries.
Industry analysts quoted by CoinDesk note that trust and transparency will be critical. If AI agents make purchasing decisions, consumers will want to know whether recommendations are genuinely optimal or influenced by commercial partnerships. Regulators are also watching closely, as AI-driven commerce raises questions around competition, data privacy and algorithmic bias.
The push by Walmart and Google comes as AI agents gain traction across industries, from finance to customer service. Advances in large language models and real-time data processing have made it possible for agents to handle complex, multi-step tasks, a capability that was largely experimental just a few years ago.
While widespread adoption may still take time, the direction is clear. Shopping online is moving from browsing screens to delegating decisions, and companies that control AI agents could shape not just what people buy, but how markets function.
As one analyst put it, the future of e-commerce may not be about who has the best website, but whose AI agent shoppers trust the most.
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