Name: What Is the Future of Agentic Commerce?
Uploaded: 2026-03-24T19:02:00Z
Duration: 2 min 11 s
Description: Shopify CFO Jeff Hoffmeister details the timeline for "agentic commerce"—where AI knows consumers' habits so well that it makes purchases on their behalf.

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Shopify CFO Jeff Hoffmeister details the timeline for "agentic commerce"—where AI knows consumers' habits so well that it makes purchases on their behalf. Photo: WSJ Leadership Institute

https://m.wsj.net/video/20260324/f480aea1-e994-4c39-b3da-a4e8dcc4dbf5/1/hls/manifest-hd-wifi.m3u8

Shopify CFO Jeff Hoffmeister details the timeline for "agentic commerce"—where AI knows consumers' habits so well that it makes purchases on their behalf.

What Is the Future of Agentic Commerce?

So, what is agentic commerce? What does it mean? How is the way all of us shop gonna change as a result?

Yeah, I think we're at the very early stages of this. Agentic commerce, everyone has their own definition in terms of where we may be, whether it's a year from now or three years from now. But in theory, you can get to a spot. And of course, adoption will depend a lot based on kind of generations in geographies and other elements of demographics. But there's a version of agentic commerce which is the agent knows you so well that it preemptively buys things on your behalf. And so, we're at a stage right now where I think most of agentic commerce is still discovery. So, you go into one of the LLMs and you ask a question, it kind of helps you maybe find a product that you hadn't thought of before or maybe there's a-

Alan: Just a better form of search.

A better form of search and there's also kind of ... So there's the element of discovery, but there's also the elements of making the commerce transaction happen, right? It's still an exchange of money for goods or services. And so, there's an element of both, how do you discover, but also how do you transact? I think both of those are really developing in parallel.

In a way, it kind of takes a step out, right? The discovery and the transaction can become the same set.

There's an element of that. Yes. So they're, again, they're somewhat developing in parallel and there's some attempts to bridge those, and I think we're gonna see a lot of-

Do you really think we're gonna get anytime soon to a world where the agent goes out and buys you a bunch of clothes and say, "Here's your spring wardrobe."

Well, I do. I don't think it's in the next few months, but I also think, again, there's gonna be levels of comfort that people have, no pun intended, with, for example, some people will buy clothes and just say, "I don't really care about the look and feel upon first blush. If I don't like it, I'll return it." And other people are just kind of go, kinda give AI a budget and kinda let it spend. And I think you'll even get to, especially as we see some of the things with just kinda how we're evolving in AI personal use, you may get to a point where you say, "All right, so the agent knows your calendar, knows you're going on a holiday in four weeks, knows you're going to a warm climate. You live in a cold climate, and we'll just preemptively buy you clothes for that or buy clothes for your kids as they go back to school." I do think depending on the level of trust you put into it, we're gonna be able to do some amazing things.

Alan: Yeah.