Will agentic commerce push more merchants into marketplaces?

Agentic commerce is driving increased AI-referred traffic to retail marketplaces, which outperform independent sellers due to consumer trust, platform verification, and operational support. The interaction of consumer preference and LLM recommendation is creating a reinforcing cycle that favours large marketplaces as the primary channel for agentic commerce.

This Wire brief sits within Fusion42's coverage of E-commerce.