The contest over the future of online shopping is intensifying, as tech giants Google, Amazon, and OpenAI roll out advanced AI agents designed to handle everything from product discovery to checkout. By automating and personalizing the purchase journey, these companies are shaping the next era of e-commerce, with billions in future revenue at stake.
AI Agents Now Influence 22% of All Holiday Online Sales
According to Salesforce, AI and online agents will be involved in an estimated $73 billion in global online sales for Cyber Week alone, accounting for 22% of all orders placed from the Tuesday before Thanksgiving through Cyber Monday in 2025. Online traffic from AI assistants surged 119% year-over-year in the first half of 2025, highlighting rapid adoption.
- AI-generated shopping traffic converts at a rate 700% higher than social media traffic, driving new revenue at an unprecedented pace.
- 87% of U.S. shoppers using AI assistants in August 2025 said they’re confident in AI-driven recommendations, up from 45% in May.
Google’s Gemini and “Let Google Call” Redefine Search and Checkout
Google has implemented advanced AI shopping features across Search and the Gemini app, processing over one billion shopping-related searches daily. With its “Let Google Call” tool, Google’s AI agent can contact local stores to confirm stock, inquire about promotions, and even place orders on a user’s behalf when a specific price threshold is met.
- Upgraded product search is conversational, generating comparison tables and shoppable recommendations drawn from 50 billion products monitored in real-time.
- Automated checkout (“agentic checkout”) lets Google’s AI complete purchases at select U.S. online retailers, pending user consent.
Amazon’s Rufus Delivers $10 Billion in Incremental Sales
Amazon’s AI-powered assistant Rufus is at the forefront of the company’s e-commerce ambitions. In 2025, nearly 250 million shoppers engaged with Rufus, making them 60% more likely to complete a purchase. Amazon reports that Rufus is on track to drive more than $10 billion in incremental annualized sales.
- Rufus users receive personalized product suggestions, instant answers, and comparison summaries.
- Amazon CEO Andy Jassy confirmed a 210% year-over-year surge in Rufus interactions by Q3 2025.
- Third-party sellers compete for “agent-ready” product listings, as Rufus surfaces listings based on review sentiment and product data clarity.
OpenAI and Walmart Push Boundaries
OpenAI has enabled direct product purchases from Etsy and Shopify through ChatGPT, allowing U.S. users to interact with AI agents for everything from Q&A to instant transactions. A collaboration with Walmart further strengthens OpenAI’s retail ambitions.
- “Instant Checkout” lets merchants process orders directly in chat, leveraging Stripe for secure payments.
- AI-powered shopping agents are redefining affiliate commerce and may shift the balance of power in how product discovery, payment, and fulfillment are orchestrated online.
Retailers and Analysts See AI as a Tectonic Shift
Retail analysts compare the impact of these AI-driven changes to previous tech leaps like the smartphone and the internet. AI shopping is now seen as core to the online retail experience, offering opportunities for startups and challengers to disrupt long-established leaders.
Trust, Ecosystem, and Inclusivity
Despite robust growth, 66% of Americans had not tried ChatGPT as of June 2025, and 20% remained unaware of it, according to Pew Research Center. Giants like Amazon and Google benefit from ecosystems like Prime, ensuring loyalty and cross-service integration. The race’s outcome will be determined not just by technology but by trust, platform strength, and scale.
