January 07, 2026

Commerce is Changing Fast with Agentic AI and Social Shopping, But Customer Service and Trust Remain Top Buyer Priorities

By Geoff Spick

In a world where consumers can buy a product using their chatbot or virtual assistant, without even visiting a webstore, that pace of retail evolution continues to change with agents helping make those transactions more nuanced.

As AI agents, new compliance rules and regulations, and shifting consumer behaviours reshape global retail, Akeneo’s 2025-2026 commerce outlook notes that brands must double down on trustworthy product data to stay ahead of changes as shopping by algorithm or ChatGPT become common.

The Product Information Management company warns that the next 18 months will reshape global retail dramatically. Take the rise in Tiktok and Instagram becoming popular retail platforms as social commerce booms.

Akeneo reckons agentic AI will take over from retail search by 2028, and Optisearch data suggests that be 2030, 71% of shoppers believe social media could become their main shopping channel. All ways of bypassing the usual upselling, checkpoint and other steps that many brands enjoy.

The Road to Agentic AI Commerce

Romain Fouache, CEO at Akeneo, notes that although AI- powered commerce has accelerated sharply, with major retailers such as Walmart integrating ChatGPT assisted checkout, the technology is entering a critical trust phase.

Akeneo’s research shows that only 27% of shoppers who have used an AI checkout experience intend to do so again, highlighting the importance of transparency and clear communication around how these tools work. See “AI Arrived in Retail. Did Better CX Come With It?” for more insights.

“AI doesn’t drive sales unless consumers trust it,” Fouache said. “In the 2025 holiday season, successful brands were those that could help shoppers understand how AI enhances accuracy, convenience and value.”

In 2026, there will be a striking shift in how people plan to shop. With more than half of consumers preparing to buy through third-party apps rather than brand websites, the traditional model of directing shoppers to owned channels is eroding.

As Google, Amazon and ChatGPT become competing conversational storefronts, high-quality, consistent product information has effectively become a brand’s frontline salesperson.

Social Becoming the New Digital Marketplace

Alongside the rise in AI retail, growing social commerce trends show platforms are evolving into shopping destinations for global consumers.

Several factors are driving this surge from the rise in shoppable posts and instant/in-app checkout to a range of other factors including:

• Influencer partnerships: Trusted voices amplify reach and provide authentic product recommendations.
• User-generated content and reviews: Social proof encourages confidence in purchasing decisions.
• Live shopping events: Real-time engagement drives excitement, urgency, and impulse buys.

These features create a seamless, immersive shopping experience, making social media an increasingly central part of modern consumer behaviour.

How Brands Can Adapt to Social Shopping

• Create content that is discoverable within TikTok, Instagram, and other social platforms
• Use short, engaging videos to showcase products, answer questions, or provide tutorials
• Collaborate with influencers or relatable brand representatives to build trust
• Optimise captions, hashtags, and metadata for platform algorithms
• Combine organic posts with paid campaigns to increase visibility and conversions
• Encourage user-generated content and reviews to reinforce social proof
• Monitor trends and adjust content quickly to stay relevant and discoverable

Riat-Bonello notes “Social media has evolved into far more than a channel for connection or entertainment. Platforms like TikTok, Instagram and Facebook are now central to how people discover and purchase products. Feeds have become fully integrated shopping experiences where users search, compare and buy directly in-app.

For businesses, this shift means visibility is more important than ever. Brands need to optimise for platform search and trending topics. Posts should be structured so that algorithms can surface products and services effectively. Short, engaging videos that answer questions, demonstrate products or provide helpful tips perform best for discovery and conversions.

Combining social strategy with search engine optimisation and e-commerce insights is essential. By understanding what consumers are searching for and aligning content across paid and organic channels, brands can increase discoverability, build trust through credible influencers and convert social interactions into measurable results. 

Keeping Service in the Loop

However a purchase is made, customer service needs to be able to react as if it was made on the home site or in store, and buyers will expect the same levels of help and support.

Being where customers are remains key, while making service and support omnichannel will provide touchpoints across any expanded retail footprint. AI will play a key part, but human support must be available, all while maintaining tone and building trust with customers.

Failure to do so will leave shoppers unlikely to support the brand, wherever they buy from, and companies must ensure they can capture all the data for their CXM insights or risk losing touch with future customers.