Agentic Commerce in Motion: Google Cloud Subsequent 2026

Agentic commerce is not a development to regulate. It is already right here, and the manufacturers that deal with it that means are pulling forward — quick.

At Google Cloud Subsequent 2026, Commerce CEO Travis Hess sat down with Mayank Bhatnagar, World CTO of Accenture’s Google Enterprise Group, for a candid dialog about what that actually means for retail. As Travis put it: “What’s occurring proper now with agentic AI is not like something we have seen.”

Their dialog coated why the normal commerce funnel is underneath stress, why most manufacturers are additional behind than they notice, and what Commerce, Accenture, and Google Cloud have constructed collectively to assist manufacturers shut that hole shortly.

No prototypes. No hypotheticals. Simply actual deployments, trustworthy insights, and a sensible have a look at what it takes to compete in an AI-driven world.

Here is what they coated.

The commerce funnel is collapsing

Customers are skipping steps manufacturers spent a long time optimizing for.

Take into consideration the distinction between a consumer looking “blue sneakers” and a consumer telling an agent “I would like an outfit for Saturday night time.”

The second shopper simply skipped the whole funnel.

No consciousness stage. No consideration. No analysis. The agent dealt with all of it — discovery, filtering, choice. The patron simply confirmed as much as verify.

Travis and Mayank have a reputation for this: Commerce Compression. The normal awareness-to-purchase journey is collapsing right into a single, agent-mediated second. And it is reshaping the foundations of retail in a elementary means.

Manufacturers have spent years optimizing for every stage of that funnel. search engine marketing for consciousness. Paid media for consideration. Product pages for analysis. However when an agent compresses all of that into one interplay, these investments do not carry the identical weight anymore.

The query is not simply “How will we get discovered?” 

It is “How will we get chosen by an agent performing on behalf of a consumer?”

Successful in an agentic world comes down to a few issues

Clear, structured information will get your merchandise in entrance of the appropriate brokers.

Here is the uncomfortable fact: the manufacturers successful within the subsequent three years will not essentially be those with the most important media budgets. They’re going to be those whose product information is structured, enriched, and prepared for a way AI surfaces eat it.

As a result of when a consumer asks an agent to seek out the most effective operating shoe for extensive toes underneath $150, the agent would not browse. It reads structured product information and surfaces probably the most related outcomes. In case your catalog would not have the appropriate attributes in the appropriate format, your product merely would not present up. The most important advert spend on the earth cannot repair that.

Most manufacturers aren’t there but. And many do not know the way far they must go till they really look carefully at their catalogs.

The excellent news is that it is a solvable downside, and it is one Commerce by way of Feedonomics are already serving to enterprise manufacturers work by way of.

Frictionless checkout closes the hole between discovery and buy.

Getting discovered is barely half the battle. Changing is the place most manufacturers nonetheless have a significant hole.

Proper now, when an agent surfaces a product, customers usually have to depart that have fully to finish the acquisition. That drop-off is a big downside, and a big alternative for the manufacturers that remedy it first.

What Commerce and Accenture constructed with Google UCP is agentic checkout. A consumer, or an agent performing on their behalf, can full a purchase order with out ever leaving the AI floor. Built-in with PayPal and Stripe, the expertise is seamless from discovery to affirmation.

Only a few manufacturers have this working in manufacturing at present. Those that do have an actual aggressive benefit.

Your individual procuring agent builds loyalty no market can replicate.

Being discoverable on third-party AI surfaces is essential. However the manufacturers constructing probably the most differentiated experiences are going a step additional, deploying their very own procuring brokers on their very own platforms.

Powered by Gemini Enterprise for Buyer Expertise, these owned brokers know a consumer’s preferences, buy historical past, and intent. They do not simply floor merchandise. They construct a relationship.

That is the place loyalty will get in-built an agentic world. Not by way of a generic search end result, however by way of a personalised expertise no market or aggregator can replicate. Each interplay makes the agent smarter, repeatedly bettering primarily based on actual shopper conduct.

What Commerce, Accenture, and Google Cloud constructed collectively

Commerce, Accenture, and Google Cloud have spent the final yr constructing and deploying a production-ready agentic commerce platform for enterprise retail shoppers.

On the core is a four-agent system:

• Catalog Agent: Constructed on Commerce and Feedonomics, this agent retains product information enriched, correct, and agent-ready repeatedly.

• Buying Agent: Powered by Vertex Retail Search, it surfaces the appropriate product to the appropriate shopper primarily based on intent and context.

• Fee Agent: Built-in with PayPal and Stripe, it handles frictionless checkout contained in the agent expertise.

• Orchestration Agent: Operating on Gemini through Vertex AI, that is the intelligence layer that coordinates the whole lot in actual time.

The entire system is pre-integrated and constructed on the total Google Cloud stack, together with Vertex AI Agent Builder, Buyer Engagement Suite, BigQuery, and Mannequin Armor. Shoppers do not construct from scratch. They get to manufacturing quicker, with Accenture’s supply accountability behind each engagement.

The place to start out.

The platform is prepared. However earlier than manufacturers take into consideration brokers, checkout flows, or personalization, Travis had one clear message at Google Cloud Subsequent: run a catalog audit.

Perceive the place your product information really stands at present. How full are your attributes? How constant is your info throughout channels? Is your content material structured for a way AI surfaces learn it, or simply for a way people seek for it?

These solutions decide the whole lot else. The agent expertise, the checkout circulation, the personalization layer all sit on high of the information basis. If that basis has gaps, nothing downstream works the way in which it ought to. Commerce and Feedonomics will help manufacturers shut these gaps shortly.

The ultimate phrase

Agentic commerce is not coming. It is already right here, and the manufacturers investing now of their information basis, their agent-readiness, and their checkout infrastructure are those that will probably be discovered, chosen, and most popular as AI-mediated commerce turns into the norm.

Commerce, Accenture, and Google Cloud have constructed one thing actual to assist manufacturers get there, grounded in precise deployments, with the supply accountability to again it up.

However as Travis put it at Google Cloud Subsequent:

“Earlier than the rest — earlier than you speak about brokers, earlier than you concentrate on checkout — perceive the place your product information really stands at present. As a result of that is the muse the whole lot else sits on.”

— Travis Hess, CEO, Commerce

That is the start line. And it is nearer than most manufacturers assume. Request a free information enrichment audit from Commerce and Accenture to seek out out precisely the place you stand and how one can transfer ahead.