A recent editorial on Fortune.com explores how conversational AI shopping could disrupt the use of traditional e-commerce websites.
Key Takeaways
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AI agents replace web browsing: Conversational platforms are turning shopping into a dialogue, letting customers ask questions, compare products, and buy without ever visiting a retailer’s site.
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Retailers face structural change: Websites will evolve into branding and trust hubs as transactions move to AI ecosystems such as ChatGPT, Gemini, and Claude.
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Early adopters gain advantage: Companies building “agentic infrastructure,” integrating data, catalogs, and voice, mirror early e-commerce initiatives.
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