Google is giving online shopping a personality upgrade. The experience starts to feel conversational, almost like a smart assistant takes the wheel. With features such as natural-language search, proactive price tracking, and an AI that calls stores on your behalf, Google commits to a future powered by agentic commerce. It is a world where AI acts for you instead of waiting for instructions.
The Challenge: Shoppers Want Flow, Not Friction
Online shopping has a surplus of tiny tasks. You scroll through pages, wrestle with filters, jump between tabs, monitor deals, and wait for the price moment that feels right.
For shoppers, the routine feels tiring.
For retailers, it creates abandoned carts, deal timing guesswork, and wobbly conversions.
Google sees a gap ready to be simplified. If AI can understand natural requests, verify local stock, and complete purchases, the process starts to resemble a conversation instead of a chore. (Source: TechCrunch)
Related Insight > Agentic Commerce: How AI Is Rewriting the Rules of Retail
How Google Is Building Agentic Commerce
Google introduces a suite of AI-powered tools designed to carry the weight so shoppers can move through decisions with ease, confidence, and visual clarity.
Conversational Search in AI Mode
Imagine typing, “I need a winter coat for Toronto in November with rain protection.” Instead of cold keyword results, the AI responds with item cards filled with images, reviews, prices, and inventory. It feels like a friend pulling options from a curated shelf.
Agentic Checkout
You select a product, pick your preferred size or color, and set your number. Google’s AI monitors the price like a personal lookout. When your target appears, it checks in and completes the purchase through Google Pay. The shopper stays relaxed while the assistant keeps track.
AI-Powered Store Calls
Powered by Duplex, Google’s AI rings local stores to ask about stock, pricing, and promotions. After the call, you receive a crisp summary. Think of a holiday rush where the toy everyone wants is sold out everywhere. Instead of calling store after store, the AI handles the conversations for you.
Internal Agentic Tools
Underneath the experience, Google blends its Shopping Graph, containing fifty billion products, with models such as Gemini. These tools understand product relationships, brand context, and real-time stock signals. The system feels quick, informed, and capable of responding to real intent.
(Sources: TechCrunch, blog.google, Yahoo Tech, MediaPost)
The Retail Upswing Triggered By Google’s AI Push
Google’s direction begins to reshape how shoppers explore, compare, and commit. The entire experience feels lighter and closer to natural decision-making. Browsing gains clarity. Price tracking becomes easier to follow. Checkout feels straightforward and predictable.
Sharper Local Inventory Signals
With Let Google Call, shoppers receive live updates straight from physical stores. Categories such as toys, electronics, and health and beauty are already active, giving users confidence that the product they want is available when they want it.
Retailer Advantages
When AI confirms stock directly with stores and monitors prices on behalf of shoppers, the journey begins with stronger trust. Retailers see highly motivated foot traffic and smoother purchase paths inside Google’s commerce environment.
(Sources: TechCrunch, blog.google, Yahoo Tech)
TRU Tie-In: Building Agentic Commerce Solutions for Real Brands
At TRU, this moment signals a shift in how digital commerce will operate. Agentic AI is not a feature. It is a model for how discovery, decision-making, and purchasing connect in a single flow.
Our teams work with brands that want clarity, predictability, and intelligent action baked into their commerce systems. Every interaction respects constraints, preferences, and inventory logic.
What We Do With Clients
Our approach focuses on building systems that act with intent, clarity, and reliability so brands feel confident handing real decisions to AI.
Search That Leads Directly To Action: We build high-intent flows that plan, curate, and assemble carts so shoppers feel guided instead of overwhelmed.
Architectures Built For Agent Behavior: Commerce systems are structured so AI can complete tasks faithfully while honoring shopper and brand rules.
Strong Guardrails That Build Trust: Clear logic, secure payments, and transparent reasoning are built into the core journey.
Proof Through KPIs Not Hype: Pilots anchored to conversion, AOV, engagement, and retention so teams see tangible outcomes from agentic commerce.
TRU partners with brands ready to explore the next wave in digital retail, where AI, UX, and commercial goals stay fully aligned.
