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agentikus kereskedelem

in English: Agentic Commerce

A purchase where an AI agent finds, compares, and even pays for the product on your behalf, according to your instructions and budget.

In plain terms

Imagine you have a reliable personal shopper. You tell them what you need and how much you are willing to spend, and they go around the stores, compare offers, and finally buy what you asked for. In agentic commerce, an AI agent fills this role.

In a traditional online store, you click through everything: search, filter, add to cart, enter card details. Here, one sentence is enough, for example "I need a quiet washing machine under 150,000 forints that fits a depth of 45 centimeters", and the agent handles the rest. At most, you approve the purchase at the end.

For stores, this means the 'buyer' is increasingly a program. The agent does not look at pretty images or catchy slogans, but at precise product data, price, stock, and shipping conditions.

How it works

1. You give a brief: in everyday language, you describe what you want and set the parameters (price cap, brand, deadline, what can be purchased independently).
2. The agent gathers information: it collects offers from machine-readable product catalogs and websites, then narrows them down according to your criteria.
3. Makes an offer: shows the best one or two options with reasoning, or decides itself if pre-authorized.
4. Payment: the store and the agent process the order according to a shared standard (payment protocol). Instead of your card details, a substitute code (token) is typically transmitted, which is valid only for that merchant, up to a specified amount, and for a short time.
5. Follow-up: order confirmation, delivery, and returns remain the merchant's responsibility, but the agent can monitor these and notify you.

An everyday example

Who is affected

A common misconception

Limits and risks

• The agent can make mistakes: it may misunderstand the request, use the wrong size or an outdated price, so it is worth reviewing the order before payment.
• You do not always see why a specific product is recommended; sponsored placement or preferential treatment of stores contracted with the platform may be behind it.
• It only works in stores and countries that have joined the system, so the selection may be narrower than what you could find yourself.
• Legal issues regarding liability (wrong orders, fraud, refunds) are not yet clarified everywhere, and much data about your shopping habits is collected by the AI provider.

Similar, but not the same

• e-kereskedelem – In traditional online shopping, you search and click yourself; in agentic commerce, an AI agent performs this work for you.
• recommendation system – A recommendation system only suggests, typically from the offer of a single store or platform, leaving the decision and purchase to you. An agent also selects between stores and can handle the purchase itself.
• conversational commerce – There, a chatbot answers your questions during shopping; here, the agent acts independently, in multiple steps, on your behalf.

Related concepts

A brief history

The term spread in 2025. In spring, major card networks announced solutions supporting payments by agents (Visa Intelligent Commerce, Mastercard Agent Pay). In September 2025, Google introduced the Agent Payments Protocol (AP2), and OpenAI, together with Stripe, published the Agentic Commerce Protocol and launched instant payment within ChatGPT in the United States (Instant Checkout). In January 2026, Google, together with major commercial partners including Shopify, presented a new open standard, the Universal Commerce Protocol.

Where things stand

It already works in production in the major AI assistants, payment networks and e-commerce platforms, but mainly in the United States and with a limited set of merchants. In-chat payment is spreading more slowly than expected in 2025: the purchase often still completes on the store's own site. Several standards compete with one another, and in Hungary preparation is so far more common than mass use.

Status: 2026 November

In the news

• JP Morgan Payments and Mastercard invest in agentic commerce startup firmlyNov 6, 2026 · Money
• Firmly raises $15 million Series A and launches agentic commerce toolNov 5, 2026 · Marketing
• Visa test: AI shopping agents failed 42.8% of runsNov 5, 2026 · Money
• Google launches agentic shopping and a universal cart in CanadaNov 4, 2026 · Marketing
• AI shopping agents raise fraud and security risks ahead of the holiday seasonNov 2, 2026 · Marketing
• Mastercard signs broad strategic partnership with OpenAI; CEO says agentic commerce is earlyNov 2, 2026 · Marketing
• Walmart builds agentic commerce infrastructure and adds new Sparky features for the holidaysNov 2, 2026 · Marketing
• Agent shopping on Hungarian industry forums: what AI buyers need from merchants and paymentsOct 28, 2026 · Marketing

Also known as

agentic commerce · agentikus kereskedelem · agent-based commerce · agent-based commerce · AI-agent shopping · agentic shopping · agentic checkout · A-commerce

Sources

• Agentic Commerce Protocol – official page of the open standard (OpenAI, Stripe)

This entry was machine-edited and has undergone machine expert review; the “In the news” section updates automatically from Agent Age stories.