Issue The performance gap between digitally mature and immature retailers is expected to widen

Summary

McKinsey expects agentic commerce, in which AI tools complete purchases for consumers, to reshape competition among retailers. Major commerce, technology, and payments companies are starting to agree on shared standards for AI-enabled transactions. Over time, these standards could let AI agents move easily across retailers, compare products, apply loyalty benefits, and finish purchases on consumers' behalf. In that environment, retailers with a mature digital presence are better placed to be found and chosen by such agents. The report therefore expects the performance gap between digitally mature retailers and those lagging behind to widen.