Agentic commerce set to reshape Australian retail as AI takes over

Experiential retail is tipped to gain as commodity categories migrate online.

The Australian shopping experience is approaching a structural shift as artificial intelligence agents gain the ability to execute purchases on behalf of consumers.

According to a JLL analysis, market drivers include the growing appeal of frictionless transactions for time-poor consumers and the rapid maturation of conversational platforms being built by financial institutions.

However, consumers are cautious about data security, privacy, and the delegation of spending decisions to AI systems.

By segment, commoditised retail categories face the greatest disruption as AI agents optimise purchases on price and availability.

Meanwhile, experiential retail, including dining, wellness, beauty and entertainment, is expected to become increasingly important in driving physical foot traffic.

Logistics infrastructure stands to benefit considerably, with greater online purchasing activity expected to boost demand for micro-fulfilment centres and last-mile distribution hubs.

By consumer group, millennials appear particularly receptive to AI-enabled purchasing tools, whilst broader adoption is expected to follow as transparency and user controls improve.

For merchants, the shift may also demand a move from traditional Search Engine Optimisation toward agentic engine optimisation.