Agentic shopping is changing how customers buy. Here’s how smart brands are adapting.

Shopping is no longer a straight line, and it hasn’t been for a long time.

Customers don’t just browse, click, and check out. They ask questions mid-journey. They compare options across channels. They hesitate, come back later, switch devices, or ask for help right before buying. And increasingly, AI is guiding and handling those interactions.

This shift is agentic shopping: a new model where intelligent AI agents actively help customers discover products, make decisions, and complete purchases in real time.

For B2C brands, it’s already happening. And it’s forcing marketers to rethink how they engage, personalize, and convert customers across the entire lifecycle.

The rise of agentic shopping

Most marketers are already using AI in some form: recommendation engines, predictive send times, subject line optimization. These use cases are helpful to shoppers, but they’re largely reactive tools.

Agentic shopping goes further. Instead of waiting for a customer to take the next step, AI agents proactively guide the journey by:

• Answering questions in the moment
• Recommending products based on context, not just history
• Removing friction when someone hesitates
• Taking action on behalf of the customer, like adding items to a cart or surfacing the right offer

In other words, agentic AI is becoming an active participant in the buying experience.

For customers, this feels like shopping with a knowledgeable associate who’s always available. For brands, it creates more opportunities to influence decisions—as long as the underlying data and orchestration are right.

The real business problems agentic shopping solves

1. Customers expect instant help

Shoppers are used to conversational interfaces everywhere, from search to customer support. When they’re deciding what to buy, waiting hours or days for an email response just doesn’t cut it. If brands can’t answer questions in the moment, customers move on.

2. Journeys are fragmented across channels

A customer might:

• Browse on mobile.
• Ask a question via chat.
• Abandon a cart.
• Open an email later.
• Finally convert through text message or WhatsApp.

Without a unified view of the customer, these moments feel disconnected.

3. Teams can’t scale 1:1 experiences manually

Personalization at scale has always been the goal, but it’s hard to execute when it depends on human effort alone. Agentic AI takes on the repetitive, time-sensitive work, so teams can focus on strategy instead of firefighting.

What high-performing brands do differently in an agentic world

The most effective brands rethink how decisions get made across the journey with agentic shopping.

Here’s what that looks like in practice:

1. They unify customer data before they automate decisions

Agentic experiences are only as good as the data behind them. If browsing behavior lives in one tool, channel engagement in another, and service conversations somewhere else, AI can’t act intelligently or consistently.

High-performing brands invest in a single source of truth for customer data, which:

• Unifies every interaction, purchase, preference, and signal from each customer in one profile
• Updates in real time
• Is accessible across marketing, service, and analytics orgs

This foundation is what allows AI agents to respond with relevant information instead of guessing. When AI understands the full customer context, it doesn’t just answer questions. It more effectively advances the customer relationship.

2. They treat service moments as revenue opportunities

Traditionally, customer service and marketing lived in separate worlds. Agentic shopping collapses that divide.

Consider moments like when a customer wants to know:

• “Does this fit true to size?”
• “What’s the difference between these two options?”
• “Will this arrive before the weekend?”

These are buying signals. They show intent to purchase. Forward-thinking brands put those signals to work, training their AI agents to:

• Answer pre-purchase questions instantly.
• Recommend the right product based on intent.
• Reduce hesitation at the highest-value moments.

This is how service becomes a relationship builder.

3. They personalize actions, not just messages

Personalization used to mean inserting a first name or recommending a product in an email.

In agentic shopping, personalization goes deeper:

• The timing of outreach adapts to each individual.
• The channel changes based on where someone engages most.
• The next action adjusts in real time based on behavior.

This requires orchestration across channels. Brands that succeed here don’t ask, “What message should we send?” They ask, “What should happen next for this person?” and deliver on it.

4. They use AI to increase the outputs of their service teams

The most effective teams don’t hand everything over to AI. They set the strategy that balances human input and AI automation, and let agents handle execution.

That means:

• Humans define goals, guardrails, and brand standards.
• AI agents plan, recommend, and act within those constraints.
• Performance feedback continuously improves future decisions.

The result is faster execution and better quality, without losing control.

What agentic shopping looks like across industries

Agentic shopping isn’t limited to ecommerce. The same principles apply across B2C models:

• Retail and DTC: guided product discovery, fit and sizing assistance, cart recovery, personalized reorder reminders
• Hospitality and travel: booking assistance, upgrade recommendations, real-time itinerary questions
• Restaurants: menu recommendations, repeat ordering, loyalty engagement, reservation support
• Subscription businesses: plan comparisons, retention interventions, proactive win-backs

In every case, the opportunity is the same: turn moments of uncertainty into moments of confidence.

The role of a modern B2C CRM in agentic shopping

Customers are already shopping with AI, whether brands are ready or not. Get it right, and you’ll be positioned to build customer relationships that feel effortless, personal, and genuinely helpful at scale.

But to get agentic shopping right depends on connected data, intelligence, and activation systems working together.

That’s where an AI-powered B2C CRM like Klaviyo comes in. Klaviyo brings together:

• A real-time customer data platform that unifies every signal
• Built-in AI agents that act across marketing and service
• Orchestration across email, text messaging, mobile, web, and conversational channels
• Analytics that connect agent-driven interactions to real revenue outcomes

Most importantly, Klaviyo meets marketers and service teams where they are, then makes agentic experiences possible as they scale.