The era of "agency commerce" has begun, where AI searches on its own, compares prices, and completes up to payment. Users no longer visit the site, and the future of AI agents doing "errands" is just around the corner.

In this article, we'll thoroughly explain how to respond to the surge in AI traffic and the latest security strategies to prevent AI fraud from becoming more sophisticated, with an astonishing automated buy demo by Perplexity and ChatGPT.

*This article is an archive of the webinar held in January 2026. The information is current as of January 2026

What is Agency Commerce?

Until now, e-commerce has been a place where people visit sites based on searches and other methods to choose products while enjoying creativity and content. But now that premise is about to collapse. With the advent of Agentic Commerce (hereinafter referred to as Agentic Commerce), the era is about to come when AI autonomously completes purchases and payment = AI comes to "run errands".

Perplexity and ChatGPT's "Agent Purchase" Case Study

The webinar presented demonstrations of domestic and international agency commerce practices.

• Perplexity's "Instant Buy": Available to free users through PayPal integration, AI will take care of everything from product selection to just before checkout by simply entering a prompt.
• ChatGPT's Agent Mode: Offered in a $200 per month plan, this feature allows the AI to operate the browser itself. For example, simply tell them to "compare the price of Oxford shirts at Shop A and B and buy the cheaper one," and the AI will autonomously perform the inventory checking, cart loading, and guest purchase process across the site.

In addition, in the case of domestic air ticket reservations, AI specifies the date, time, and route on the airline's website, and automates the process until it sends a request to the user to enter passenger information.

The spread of AI agents in numbers

This change is not a temporary boom. The data proves its momentum.

• Traffic Surge: Traffic through AI agents has increased significantly year-over-year.
• High CloseRates: You can see that AI is evolving into a powerful "buying channel" rather than just a search tool.
• Market Monopoly: OpenAI (ChatGPT) currently holds a significant share.

The trap of "bot blocking" faced by operators

In response to the rise of AI agents, many e-commerce sites have adopted the traditional method of "blocking bots". But there is a catch here. Some bots also include "well-meaning AI agents". Blocking trusted AI purchases can lead to lost opportunities for people to give up sales they would otherwise receive.

Another challenge is that transactions via AI agents lose visibility into customer data, such as IP addresses and email addresses. With the intervention of AI, it is becoming difficult for businesses to grasp who is really buying.

Preparing for the Future: A Common Language and "AI vs. AI" Safeguards

To stay ahead in the world of agency commerce, businesses should focus on three things:

1. Transform into an AI-friendly site

Until now, businesses have aimed to be "sites that are easy to use for humans (UI/UX)". From now on, there will also be a need for an "agent-friendly" design that allows AI agents to smoothly acquire and manipulate information.

2. Standardization of Protocols

In order to unify the disparate connection methods of each company, they are being consolidated into common languages such as OpenAI's "ACP (Agent Commerce Protocol)" and Google's "UCP (Universal Commerce Protocol)". This is believed to enable various AI agents and e-commerce sites to work smoothly.

3. AI-powered fraud prevention

Malicious AI agents are also evolving at an incredible rate. Human monitoring and rule-based detection cannot counter the ever-evolving AI attacks. AI-powered tools will be essential for AI-to-AI security strategies to combat AI-induced fraud.

Related Solutions

In a future where AI agents become more prevalent, we propose solutions for businesses to achieve both "maximizing sales" and "ensuring safety".

Forter (Fraud Detection System)

It is a fraud detection system that utilizes one of the world's largest networks and makes full use of AI to make highly accurate judgments in real time. When used with EMV 3-D Secure, it helps merchants maximize sales and increase authorization approval rates.

Click here for details