Agentic AI is redefining commerce in Europe, shifting from clicks to autonomous execution. This report examines consumer expectations, market dynamics, and the evolving roles of platforms, retailers, and financial players.
Sopra Steria’s study on agentic commerce
From assistance to execution
Commerce is entering a new phase. After decades of evolution, from desktop to mobile, from search to recommendation, artificial intelligence is moving beyond assistance toward execution. AI systems are no longer limited to advising
users; they are increasingly capable of acting on their behalf across the entire journey.
This shift toward agentic commerce fundamentally changes the dynamics of digital interaction. Instead of
navigating platforms, comparing offers, and completing transactions manually, consumers may soon delegate these tasks to AI agents. This raises a critical question for market players: who controls the customer relationship when the interface itself becomes autonomous?
As this transformation accelerates, early positioning decisions are rapidly becoming strategic. The emergence of new operating models, value chains, and protocols is redefining how commerce is structured, and who captures value. For European
players, the time for experimentation is over; the focus is now on how to position oneself in a market that is taking shape in real time.
A rapidly emerging European market
Based on a survey of 8,400 consumers across eight European countries, this report provides a comprehensive view of expectations, behaviours, and adoption conditions surrounding agentic commerce. It also assesses the size of the opportunity and the
implications for technology providers, retailers, and financial institutions.
While awareness is already significant, adoption of agentic commerce remains conditional. Consumers show clear interest in delegating certain tasks, but expect strong guarantees around transparency, control, and security, especially when financial
transactions are involved.
Why this report matters
Agentic commerce is not simply a new interface or feature. It represents a structural shift in how digital commerce operates, from user‑driven navigation to AI‑mediated execution.
For banks, insurers, retailers, and technology players, this raises strategic questions:
- Who provides the agent layer?
- Who owns the customer interaction?
- How are trust, payments, and data governed?
Understanding these dynamics early will be key to avoiding dependency on external platforms and capturing value in the emerging ecosystem.
What you will find in this report
- How AI agents are transforming commerce from recommendation to autonomous execution.
- The size and growth potential of the European agentic commerce market.
- What consumers expect and where they draw clear boundaries around delegation and control.
- The evolving roles of platforms, retailers, Big Tech, and financial institutions in the value chain.
- The strategic importance of trust, transparency, and payment infrastructure in adoption.
- The key risks, regulatory considerations, and operating model choices shaping the market.
Read the summary in our Report
Download the report and explore the future of agentic commerce