Agentic commerce has moved from hype to reality \u2014 at least that\u2019s the bet Mondelez seems to be placing.<\/p>\n
The idea that AI bots will shop on behalf of humans isn\u2019t something out of a sci-fi novel. It\u2019s the next era of online shopping. Mondelez, parent company to brands Oreo, Sour Patch Kids and Cadbury chocolate, is trying to get ahead of it. The conglomerate is hiring a global lead of emerging commerce platforms with agentic commerce as the primary focus. Mondelez did not provide further details in time for publication, including whether the job has bee filled yet.<\/p>\n
The role originally posted in February<\/a>, and called for someone to help the snacking company shape global strategy, run pilots and build out a scalable playbook.<\/p>\n \u201cWe\u2019re at the beginning of a fundamental shift in commerce \u2014 moving from clicks and channels to intelligent agents that guide decisions, discovery and transactions,\u201d Andrew Lederman, vp of global digital commerce at Mondelez, wrote on LinkedIn sharing the job post. <\/a><\/p>\n Agentic uptick by 2028\u00a0<\/p>\n Mondelez\u2019s own retailer partners said they were expecting 30% of their site traffic to be agentic by 2028. By 2030, the global market for agentic commerce will be worth between $3 trillion and $5 trillion, according to McKinsey estimates.<\/a> In the U.S., retail sales to consumers via agentic commerce could reach up to $1 trillion.\u00a0<\/p>\n Those numbers are nothing to scoff at and likely fanning marketers\u2019 sense of urgency over search\u2019s shifting landscape.\u00a0<\/p>\n \u201cEveryone right now, very fairly, needs to prioritize [agentic commerce] because it\u2019s a frightening shift from the way they\u2019re used to approaching consumers,\u201d Mike O\u2019Donnell, svp of innovation and business transformation at Flywheel, told Digiday.\u00a0<\/p>\n Platforms have already gotten the jump. For example, Google began rolling out the Universal Commerce Protocol (UCP)<\/a> earlier this year \u2014 a foundational layer that aims to enable agentic shopping in the tech giant\u2019s ecosystem.\u00a0<\/p>\n Late last year, Amazon\u2019s AI shopping assistant Rufus rolled out an auto-buy feature, allowing the AI agent to automatically purchase items for users when it hits a certain price.\u00a0<\/p>\n Around the same time, there was also OpenAI\u2019s instant check out feature in ChatGPT<\/a>. Shoppers could tell ChatGPT what they wanted and the platform would make recommendations. If a merchant used the Instant Checkout feature, shoppers could confirm their address and pay within the ChatGPT app.\u00a0\u00a0<\/p>\n OpenAI launched the feature in September. Just a few months later, the tech behemoth pivoted after lackluster results.<\/a> That move speaks to bigger questions around agentic commerce, user adoption, walled gardens and infrastructure.\u00a0<\/p>\n Goldrush that feels reminiscent\u00a0<\/p>\n