Goldman Sachs’ report says e-commerce is shifting from B2C to B2AI, and Agents are starting to spend money to place orders for users. A $170 billion ad machine is the object it wants to rebuild.
The mechanism breaks down like this: people browse shelves through visual stimulation and promotions, while Agents place orders based on parameter comparisons and structured data. The value of ad space changes from impressions to credibility—whoever has the most orderly product data and the most verifiable ratings will get the recommendation slot.
First to get stuck are price-comparison platforms and shopping guide cashback websites that rely on information asymmetry, forcing brand owners to relearn how to feed product catalogs.
Then we’ll see. If the share of in-store Agent-driven transactions at Amazon and Walmart exceeds 5%, the market will turn the page.
The mechanism breaks down like this: people browse shelves through visual stimulation and promotions, while Agents place orders based on parameter comparisons and structured data. The value of ad space changes from impressions to credibility—whoever has the most orderly product data and the most verifiable ratings will get the recommendation slot.
First to get stuck are price-comparison platforms and shopping guide cashback websites that rely on information asymmetry, forcing brand owners to relearn how to feed product catalogs.
Then we’ll see. If the share of in-store Agent-driven transactions at Amazon and Walmart exceeds 5%, the market will turn the page.