LLMs like ChatGPT did not steal the shopping journey. Consumers invited them in because they are more helpful.
Most online retail experiences are good when a customer already knows roughly what they want. Search, filters, product pages and checkout are designed to help people find something and buy it.
The problem is that buying journeys often start earlier, when people are still trying to understand what they need, what matters and which options they should consider.
This is where online retail experiences have historically been weak.
LLMs such as ChatGPT have filled this gap because they FEEL helpful.
Consumers can explain their needs, explore options and become confident about what they should buy.
This early relationship building between LLM and consumer is a bigger issue for retailers than simply becoming ready for agentic commerce.
When an LLM helps a consumer understand what they need, it also influences the products and retailers that make the consideration set. The customer may then purchase one of those products through an agentic connection with a retailer.
Great! The retailer won the transaction! But did they win the customer?
Retail profitability is dependent on customers who come back.
If the relationship remains between the customer and the LLM, the next time he/she has a need, they are likely to return to the LLM for help. The LLM will again influence the consideration set, and there is no guarantee the same retailer will make it onto that list.
This is why becoming "agentic ready" does not solve the bigger strategic problem.
The answer is not for retailers to try to beat LLMs at being LLMs. It is to become more helpful throughout the buying journey.
Help customers before they know exactly what they want. Get better at understanding their problems, answer their questions, make comparison easier and give them confidence in their decision. Then give them reasons to come directly back.
Interestingly, retailers need to make this information available to be understood and recommended by LLMs anyway. So why not make it elegantly available to humans within your own retail experience as well?
The strategic threat is not that LLMs influence the transaction. It is that LLMs own the customer relationship.
For help defining your eCommerce priorities and roadmap, explore Comma Consulting's eCommerce strategy and strategic planning services.
Or learn more about Greg Randall's eCommerce consulting experience.
This article was as tagged as AI eCommerce , Digital Strategy , eCommerce Consulting , SEO