The race to agentic commerce: How platform-powered retailers are winning at NRF 2026
TL;DR: AI agents are reshaping retail discovery, and the window to secure competitive positioning is closing fast. Platform-powered retailers are pulling ahead because they offer what AI agents prioritize: comprehensive assortment, competitive pricing and real-time availability. Join us at NRF 2026 to learn how industry leaders are building their agentic commerce foundation.
The race has begun
The retail industry has always been defined by change, but 2025 accelerated the pace like never before. As AI agents began reshaping how consumers discover and evaluate products, a new reality emerged: adapt to agentic commerce or get left behind.
As we approach NRF 2026, the transformation is already underway. Shopping behaviors continue to evolve, and agentic commerce is taking shape in ways that seemed futuristic just months ago. Retailers face a critical question: Can they adapt quickly enough to stay in the race?
The challenge? Most retailers still operate with fragmented systems built for human shoppers, not AI agents. Traditional eCommerce sites optimize for search engines and user experience. AI agents demand something different: comprehensive, real-time product data spanning entire categories - not just what you stock in warehouses.
An emerging class of retail leaders is already pulling ahead: those embracing innovation through a unified, platform-first model.
Understanding the shift happening now
AI agents are reshaping the shopping journey
The numbers tell a compelling story. Research shows that nearly 60% of consumers are already using AI to help them shop. McKinsey research reveals that by 2030, the US retail market could see $900 billion to $1 trillion in revenue orchestrated by AI agents.
Here's what makes this shift urgent: Across the shopping journey, discovery, evaluation and purchase, AI platforms are increasingly dominating the first two phases, even if they aren't autonomously completing transactions yet. AI agents are already shaping which brands and products make it to consideration.
The window to secure a competitive position is closing fast.
Why platform-powered retailers are winning
When an AI agent searches for "eco-friendly patio furniture under $500," it needs to scan thousands of SKUs across multiple brands in milliseconds. Retailers operating marketplace and dropship programs can serve this instantly. Traditional retailers can only show their limited inventory.
At the core of agentic commerce readiness is a strong, purpose-built AI foundation, and this foundation is the platform model. AI agents prioritize the very things marketplaces and dropship platforms excel at:
Comprehensive assortment across categories and price points
Competitive pricing with real-time comparisons
Instant availability with accurate, up-to-date inventory data
Marketplace and dropship platforms don't just expand selection - they make you discoverable in the age of AI-powered shopping. It's not just about having more products. It's about being findable when agents search.
The platform advantage: Built for the agentic era
Our platform provides the engine retailers need to compete, delivering:
Agent-ready product content optimized for AI discovery
Real-time offer synchronization across your entire catalog
Unified infrastructure that scales with market demands
Secure agentic transactions with instant checkout on AI platforms
Your playbook for the agentic era: Join us at NRF 2026
Don't get lapped by the competition. At NRF 2026, we'll share the strategies that leading retailers are using to build their unified platforms and solidify their agentic future. Join us for these essential sessions:
Igniting strategic growth by renovating your business model
When: Monday, Jan. 12, 9:15 – 10:00 AM Where: Expo Stage 1
Hear from Lowe's SVP of Digital Joe Cano and our Chief Revenue Officer Sophie Marchessou about Lowe's transformational journey to spark new growth. Discover the strategic framework behind their industry-first marketplace and how the unified retail media flywheel is fueling explosive online expansion.
Key takeaway: Learn how traditional retailers are transforming their business models to unlock new revenue streams and prepare for AI-driven discovery.
Winning in the agentic era: Ulta's take on the commerce roadmap to success
When: Monday, Jan. 12, 2:00 – 2:30 PM Where: River Pavilion: AIRE Stage
Agentic commerce is already here. Discover innovative strategies for this new era from Ulta Beauty's SVP of Digital and eCommerce Josh Friedman and our Chief Data and AI Officer Anne-Claire Baschet.
Key takeaway: Get the insider playbook on preparing your commerce infrastructure for AI-driven discovery and agent-based shopping.
How traditional retailers are managing marketplaces
When: Tuesday, Jan. 13, 12:10 – 12:40 PM Where: Logicbroker Stage
Hear directly from platform leaders, including Lowe's and Nordstrom, on how they're transforming their business models to accelerate growth and lead in the agentic era. They'll reveal the playbook for scaling marketplace operations, powered by our platform, through broadening and curating assortment while strengthening brand identity, profitability and customer relationships.
Key takeaway: Practical strategies for scaling marketplace operations without compromising brand integrity or customer experience.
Learn from the innovators: Platform leaders across NRF 2026
The platform model is revolutionizing businesses everywhere. Explore these additional sessions featuring industry leaders and transformation stories:
How retail media is navigating its first economic crisis – Strategies for maintaining retail media growth during economic uncertainty
The power of private brands: Luring today's cost-conscious shopper – How private label strategies drive loyalty and margin
The art and science of stratospheric success—fireside chat with leading beauty brand CMO – Beauty industry insights on digital transformation
Saks Global's vision for The Art of You: Transforming luxury shopping for the future – Luxury retail's approach to personalization at scale
SEO versus GEO … from ranking to relevance – Optimizing for generative engine optimization and AI-driven search
Retail creators: Culture that converts – Leveraging creator economy for retail growth
Breaking through the noise: How emerging brands are capturing attention amidst a cacophony of messaging – Brand differentiation strategies in crowded markets
The agentic era is here
In 2026, will your customers find you through AI agents, or your competitors?
The race to agentic commerce is accelerating, and the leaders are already pulling ahead. Our unified platform is comprehensively built for speed, scale and AI readiness.
Take the next step
Visit us at booth #5557 or to discover how to build the kind of high-margin, resilient growth engine that will ignite revenues in 2026.
We're the global leader in platform business innovation. Our suite of solutions provides enterprises with a transformative way to drive significant growth and efficiency in their online business—and we're ready to help you win in the agentic era.
Ready to outpace the competition? We'll see you at NRF 2026.
