Observed Signal · Sep 7, 2026 · Product Launch · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Azoma Defines Agentic Commerce Optimization for AI Shopping Agents
Azoma, an Agentic Commerce Optimization platform, announced its framework for brands to gain visibility and recommendations from AI shopping agents like ChatGPT, Google Gemini, Amazon Rufus, and Walmart Sparky. Citing Harvard Business Review, Azoma highlights that Google, OpenAI, Microsoft, and Shopify have launched agentic commerce protocols, and Gartner projects 90% of B2B purchases will flow through AI agent exchanges by 2028. Azoma's analysis shows citation sources vary by agent, requiring tailored optimization strategies. The platform offers visibility tracking, citation analysis, competitive benchmarking, and optimization workflows, integrating with Salsify. It counts L'Oreal, Unilever, Mars, Beiersdorf, and Reckitt as clients. This article serves as a thought leadership piece defining the emerging category.
Highlights the emerging agentic commerce category and provides data on AI shopping agent citation behaviors, relevant to brands and AdTech.
Track Google Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- According to Harvard Business Review, Google, OpenAI, Microsoft, and Shopify have launched agentic commerce protocols.
- Gartner projects 90% of B2B purchases (over $15 trillion) will flow through AI agent exchanges by 2028.
- Azoma reports different AI shopping agents cite different sources: ChatGPT cites earned media 41% and retailers 37%; Gemini cites retailers 41% and earned media 37%.
- Azoma works with enterprise brands including L'Oreal, Unilever, Mars, Beiersdorf, and Reckitt.
- Azoma integrates with Salsify for digital shelf optimization.
Connected Companies & Entities
10 Entities mapped“Harvard Business Review reported that Google, OpenAI, Microsoft and Shopify have all launched agentic commerce protocols...”
“Azoma works with the enterprise consumer brands ... including L’Oreal, Unilever, Mars, Beiersdorf, and Reckitt...”
“Azoma works with the enterprise consumer brands ... including L’Oreal, Unilever, Mars, Beiersdorf, and Reckitt...”
“Azoma works with the enterprise consumer brands ... including L’Oreal, Unilever, Mars, Beiersdorf, and Reckitt...”
“Harvard Business Review reported that Google, OpenAI, Microsoft and Shopify have all launched agentic commerce protocols...”
“Azoma integrates with Salsify and provides optimisation workflows designed for digital shelf operations....”
“Harvard Business Review reported that Google, OpenAI, Microsoft and Shopify have all launched agentic commerce protocols...”
“Azoma works with the enterprise consumer brands ... including L’Oreal, Unilever, Mars, Beiersdorf, and Reckitt...”
“Harvard Business Review reported that Google, OpenAI, Microsoft and Shopify have all launched agentic commerce protocols...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Azoma Explains GEO Tools for Brands Losing Search Traffic to AI
Azoma, an Agentic Commerce Optimisation platform, outlined criteria for selecting generative engine optimisation (GEO) tools, citing Adobe's August 2026 AI Traffic Trends report showing AI-referred retail visitors outperform other channels in engagement and conversion. Azoma's analysis reveals that different AI shopping agents (ChatGPT, Gemini, Sparky, etc.) cite varied source types, necessitating per-agent tracking. The company highlights its own platform's capabilities, including prompt-level tracking across major agents, citation-source analysis, and optimisation workflows. It notes that products absent from AI-generated answers are never considered for recommendation, underscoring the importance of GEO tools that both track and enable fixes. Azoma works with enterprise brands like L'Oreal, Unilever, Mars, Beiersdorf, and Reckitt.
Agentic Storefronts Drive Conversational, AI-Led Commerce
A sponsored State of the Industry report by Glossy and Swap finds brands, retailers and agencies are rapidly adopting "agentic" commerce—AI agents and agentic storefronts that guide shoppers from discovery to purchase. The survey of 80 industry respondents reports high AI adoption (90%), substantial experimentation with agentic storefronts (70% experimenting, 40% actively deploying), and a mix of internal and third‑party implementations. Respondents cite data requirements, ROI measurement and cost as leading challenges, while early results (higher conversions, longer time on site, reduced returns) suggest meaningful business impact. The article references multiple industry estimates projecting large market opportunity for agentic AI through 2030.
Agentic Commerce: Oasis or Mirage?
This opinion piece examines whether 'agentic commerce'—where AI agents research and potentially purchase on behalf of consumers—will become a meaningful commerce channel or remain an overhyped mirage. The author cites early but mixed proof points from major retailers and platforms: Amazon’s Rufus, Walmart’s Sparky, Shopify catalogue integrations and Instacart’s assistant show higher engagement and conversion metrics, but third‑party agents still struggle with inaccurate product info, pricing and personalization. Retailers and commerce platforms (Shopify, Criteo, Instacart, Walmart, Amazon) are investing to supply catalog and first‑party data to agents. Monetization models and measurement remain unsettled (Criteo does not expect material revenue yet), leaving a race to be first to scale while avoiding disintermediation risks. The article frames agentic commerce as a nascent channel with real upside for firms that control accurate product feeds and shopper context, but with unclear economics and execution challenges.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.