Introduction to Agentic Commerce
The way we shop online is changing. With the rise of artificial intelligence (AI), a new type of commerce is emerging: agentic commerce. This is where AI agents, like chatbots or virtual assistants, make purchases on behalf of humans. In 2026, we can expect to see a significant increase in the use of agentic commerce, with store owners needing to optimize their websites for both human and agentic visitors.
What is Agentic Commerce?
Agentic commerce is a type of commerce where AI agents complete purchases autonomously on behalf of users. This means that a human can interact with a large language model platform, and the agent will browse and purchase from a site on behalf of the human. The agent acts as a gatekeeper for information gain and influences decisions, and also acts as the gatekeeper for the transaction itself.
Agentic Commerce Protocol (ACP)
In September 2025, OpenAI and Stripe announced their partnership and launched ACP, an open standard that defines how AI agents, merchants, and payment providers interact to complete agentic and programmatic purchases. ACP allows AI agents to query product feeds, parse product information, and evaluate structured data to make informed purchasing decisions.
Universal Commerce Protocol (UCP)
Recently, Google announced the launch of Universal Commerce Protocol (UCP), which provides a common language for AI surfaces to discover merchants, understand their capabilities, and orchestrate full journeys from discovery through order management. UCP integrates with existing standards, including APIs, Agent2Agent (A2A), and the Model Context Protocol (MCP).
Comparison of ACP and UCP
While both ACP and UCP enable agentic commerce, they have different primary focuses. ACP focuses on agent-led commerce in ChatGPT and ACP-aware agents, while UCP provides a unified rail for many agents/surfaces talking to merchants. UCP also covers a broader journey, including discovery, checkout, discounts, fulfillment, order management, and payments.
Why Agentic Commerce Matters for SEOs
As SEOs, we need to optimize for both human and agentic visitors. Agentic commerce optimization (ACO) requires considering the agent as an additional audience. This means optimizing for crawlability, format, structured data, and brand authority and sentiment. ACO is not a new concept, but rather an extension of existing SEO principles.
Key Considerations for ACO
To optimize for ACO, consider the following:
- Crawlability: Agents still follow links, take journeys, and understand information architecture.
- Format: Content needs to be concise with less fluff, but enough to ensure unique value has been added.
- Structured Data: Agents will become more reliant on existing standards, especially if they’re open source.
- Brand Authority And Sentiment: Populating your products well is paramount, but without positive brand sentiment, you have the challenge of convincing the agent to cite you as part of that discovery.
Schema.org: The Glue that Holds Structured Data Together
Schema.org provides a common vocabulary for structured data, making it easier for agents to understand and ingest product information. Other industry standards, such as GS1, will add even more granular detail to products, helping agents inform humans about specific details and understand that you’re a great source of information.
Testing Agents
Even before your store is ACP-enabled, test how agents perceive your products. Ask platforms about products in your category and see if they surface your brand. What information are they presenting, and what’s missing?
What Can You Do About It Now?
To get started with agentic commerce, consider the following:
- For WooCommerce and Wix, join Stripe’s waitlist for ACS.
- For Shopify users, join their own waitlist.
- If you work with a site where you have to integrate ACP directly into your CMS, you may benefit from early discovery.
- Experiment with UCP using Google’s documentation and GitHub repo.
Conclusion
Agentic commerce is the future of online shopping, and it’s essential to optimize for both human and agentic visitors. By understanding ACP, UCP, and ACO, you can stay ahead of the curve and provide a seamless shopping experience for your customers. Remember to test agents, optimize for structured data, and consider the key considerations for ACO. With the right strategy, you can thrive in the world of agentic commerce.