Morgan Stanley: Nearly half of online shoppers will use AI agents by 2030, adding $115 billion to US e-commerce

""We believe agentic commerce - in effect the ability to have a personal digital interactive shopper - is set to be the best next substantial GenAI-enabled unlock," the note stated. "With greater digitization of consumers' wallets, agentic could add up to $115 billion to our '30 e-comm forecast and shake up the e-comm funnel with implications across retailers and digital ad players.""

"Morgan Stanley wrote in a note last week that AI shopping agents will transform the online retail landscape over the next few years, predicting that nearly half of all US e-commerce shoppers will use AI agents by 2030. These " agentic commerce" tools that can make product recommendations, run price comparisons, and manage orders could add as much as $115 billionto US online spending, the firm wrote in the note."

"That bullish outlook underscores why retailers have been scrambling to launch their own AI shopping assistants, including Amazon's Rufus, Walmart's Sparky, and Target's ChatGPT-powered app. OpenAI deepened ChatGPT's agentic AI-powered shopping capabilities this week, adding a "shopping research" feature to help users find the best products for their needs. Google has also enhanced its AI shopping tools ahead of the holiday season, debuting an AI assistant that can call local stores on a user's behalf."

Morgan Stanley forecasts that nearly half of US e-commerce shoppers will use AI-powered shopping agents by 2030 and that agentic commerce could add up to $115 billion in US online spending. Agentic commerce tools can make product recommendations, run price comparisons, and manage orders, acting as personal digital interactive shoppers that reshape the e-commerce funnel and affect retailers and digital ad players. Major retailers including Amazon, Walmart, and Target have launched AI shopping assistants while OpenAI and Google have enhanced agentic shopping features. Personalized grocery shopping, household products, personal care, and apparel are expected to benefit most.

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