When AI agents handle shopping, who captures the value? The answer depends on where you sit on the journey and what you control. Four distinct models are emerging — each with different economics, different risks, and different bets on the future.
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The AI Shopping Market Map
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The e-commerce funnel is collapsing. What took five steps across multiple sessions, discovery, research, comparison, decision, purchase, now happens in a single conversation. An AI agent finds products, compares options, checks inventory, verifies prices, and completes the purchase without the user ever leaving the chat window.
