Source: SEO – Practical Ecommerce by Armando Roggio. Read the original article
TL;DR Summary of How Ecommerce Marketers Can Thrive in the Era of Agentic Shopping
Agentic shopping uses AI agents to shop on behalf of consumers, challenging marketers to target both humans and machines. Success depends on structured product data for AI platforms and brand influence on shopper preferences. Marketers must balance technical optimization with compelling content and personalized marketing to shape consumer intent effectively.
Optimixed’s Overview: Navigating Ecommerce Marketing Strategies Amid AI-Driven Agentic Commerce
Understanding the Dual Target in Agentic Commerce
Agentic shopping introduces a new dynamic where ecommerce marketers must simultaneously engage human shoppers and their AI shopping agents. These digital proxies search, compare, and purchase products based on user preferences, transforming traditional consumer journeys.
Marketing to Machines: The Importance of Structured Data
- Most merchants will rely on ecommerce platforms and marketplaces like Shopify, Amazon, and Walmart to connect product catalogs with AI agents.
- Maintaining clean, structured product feeds and API-ready systems becomes essential to ensure visibility within these agentic ecosystems.
- Similar to technical SEO for search engines, a focus on catalog hygiene and data integration will be critical for AI-driven discovery.
Marketing to People: Influencing Shopper Intent and Brand Preference
- Marketers must shape how shoppers describe their needs and which brands they trust, impacting the prompts given to AI agents.
- Effective tactics include advertising, content marketing (buying guides, problem-solving articles), and personalized lifecycle marketing to build familiarity and brand preference.
- Influencer marketing also plays a key role by leveraging social proof and peer behavior to influence purchasing decisions.
- Personalized marketing helps merchants anticipate shopper needs, sometimes bypassing AI prompts entirely through direct recommendations.
Key Takeaway for Ecommerce Marketers
Rather than fearing the rise of AI-driven agentic commerce, marketers should adopt a disciplined dual approach: create demand among humans by building brand affinity and guiding shopper intent, while simultaneously optimizing product data to ensure AI agents can discover and recommend their offerings effectively.
