Large language models have already disrupted many parts of our online lives, from the way we search (opens in a new tab) to the way we book travel (opens in a new tab).
AI agents promise to be the next evolution of the LLM, going beyond reactive responses to being able to carry out proactive actions based on a number of inputs.
These AI shopping agents will fundamentally change how products are found and purchased by.
As OpenAI's ChatGPT Shopping (opens in a new tab), Perplexity's "Buy with Perplexity (opens in a new tab)" and Amazon's "Buy for Me" (opens in a new tab) features demonstrate, AI agents don't limit their search to a single platform — they instantly scan the entire commerce ecosystem and simultaneously evaluate options across every available channel to deliver curated recommendations.
This shift means that sellers who aren't selling on multiple sales channels will be harder to find in this future of agentic commerce.
Platform-agnostic AI delivers maximum efficiency
Unlike human shoppers who might develop brand loyalty or preference, AI agents operate with ruthless efficiency.
When a user asks "Find me the best running shoes under $100," the agent doesn't check just one channel.
It scours dozens of channels simultaneously, comparing options across marketplaces like Amazon, Target, Etsy, Nordstrom and Macy's, as well as specialty retailers and direct-to-consumer (DTC) sites.
The agent makes split-second decisions based on what it can find, and verify, across multiple sources.
If you sell on your owned site alone, then you’re a single brand in a sea of DTCs fighting for visibility. But, if that same brand appears on multiple specialty retailers through a multichannel strategy, they’ll send a larger and stronger discoverability signal that’s more likely to catch the attention of target agents.
The multichannel discovery advantage
By 2028, brands’ organic search traffic will decrease by 50% or more as consumers embrace generative AI-powered search, according to Gartner (opens in a new tab).
As organic search and traffic is becoming scarce, brands need to diversify traffic acquisition channels.
The marketplace channel has always provided brands with established customer traffic and built-in credibility.
AI agents amplify this advantage for brands that embrace multichannel selling.
Each marketplace becomes both a traffic generator and a credibility signal. This means:
- Emerging brands gain discovery amplification across multiple trusted sources.
- Established brands can't rely on name recognition alone — AI agents evaluate all available options.
- Every channel becomes a reference point that increases likelihood of being found by both human shoppers and AI agents.
Reconsider the scenario of the user asking an AI agent for the best running shoes under $100.
A running shoe brand might struggle for visibility on their DTC site alone. But when they appear on Dick's Sporting Goods, Amazon and Foot Locker simultaneously, they create multiple trusted reference points for AI agents to discover and recommend their products.
Strategic channel expansion: Your competitive advantage
Smart sellers are treating multichannel expansion as a survival strategy in an AI-driven world.
The message is clear: be everywhere or be invisible.
Here's your action plan to strategically diversify your sales channels:
- Audit competitor presence: Identify gaps in your channel presence.
- Test AI platforms: Search for your products like a real buyer and analyze results.
- Build marketplace relationships: Focus on where your target customers shop.
- Optimize for AI discovery: Ensure your product data is comprehensive and generative engine optimization (GEO) ready (opens in a new tab).
- Act now: Don’t lose another day to competitors with more AI discovery touchpoints.
Each new marketplace represents another discovery opportunity, another credibility signal and another chance to be found by AI agents.
Future-proof your brand
AI agents are rewriting commerce rules, and brands that fail to establish a multichannel presence are systematically losing market share to competitors.
But being present on marketplaces is just one part of the battle — to win in discovery, your product data must also be accurate, comprehensive and optimized AI-driven search.
Learn how to optimize your product data for AI agents in our latest blog.
