Executive briefing · Agentic commerce

When the buyer is an algorithm, the rules of the game change

A focused, evidence-based portal for executives who need to understand and respond to agentic commerce — when an AI agent, not a human, makes the purchase decision.

38→51%consumers using GenAI to shop, 2024→2025
$3–5Tprojected global agentic commerce by 2030 (McKinsey)
51curated sources & counting
The core question: How will AI agents change buying behaviour, how will retailers and brands win, and what should the CxO do?
For decades, brands won by following Byron Sharp's laws: physical availability (be easy to find and buy) and mental availability (be salient, distinctive, top-of-mind). Both assume a human makes the call. This repository asks the question your shelf never had to: what survives when an agent chooses? Does mental availability still matter to a machine that is “immune to nostalgia” — or does it collapse into structured-data availability, feed quality and machine-readable trust?

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Five ways into the material — pick your altitude.

About this initiative

The heart of commerce is changing. So are the rules.

This is an initiative by IntotheNXT.com, an Amsterdam-based consultancy helping companies be more entrepreneurial and adaptive. We see this shift in commerce as fundamental, and we want to engage brands and retailers in a conversation about what it actually means and how to prepare.

Eating our own dog food, we built this portal to share and gather knowledge — on a 30°C hot Friday morning, through a conversation with Claude Code in the command line. Every two weeks we'll pull up the net with new research and adjust the story. The first keynote will be held at the Nationaal Foodcongres.