Adobe will align its Adobe Commerce platform with emerging agentic commerce standards, positioning its technology to support AI-driven product discovery, comparison and checkout as artificial intelligence reshapes how consumers shop online.
Adobe said on Feb. 18 it will support the Universal Commerce Protocol and the Agentic Commerce Protocol, expanding on its earlier commitment to the Agent Payments Protocol. The company said the move to allow merchants to participate in AI-led shopping environments while retaining control over customer relationships, branding, and commerce data.
The announcement comes as AI-powered tools increasingly influence ecommerce traffic and purchasing behavior. During the 2025 holiday season, traffic to retail websites from generative AI tools rose sevenfold compared with the prior year, according to Adobe data. In its January 2026 Digital Insights Report, Adobe said shoppers referred from AI platforms:
- Converted at higher rates than traditional traffic.
- Generated more revenue per visit.
- Spent more time on ecommerce sites.
Adobe said consumers are increasingly using large language models (LLMs) such as ChatGPT and Google’s Gemini not only to find products, but also to compare options and make purchasing decisions. That shift, the company said, is changing how ecommerce platforms must structure product data, pricing and transaction logic.
How Adobe is approaching agentic commerce standards
Product discovery, decision-making and transaction execution increasingly occur within a single conversational interface under what Adobe describes as an agentic commerce model. As a result, merchants must make product catalogs, pricing, availability and purchasing rules readable and actionable by AI agents, while still supporting conventional storefront experiences for human shoppers.
Adobe said it plans to support both the Universal Commerce Protocol and Agentic Commerce Protocol so merchants can engage customers across multiple agent-led shopping interfaces. The company said the standards enable real-time access to product data, secure in-agent checkout and integration with existing order-management and fulfillment systems.
As part of that effort, Adobe said it is working to make merchant product catalogs, pricing and inventory machine-readable for AI agents and accessible to major AI platforms, including ChatGPT and Gemini. The company did not provide a detailed rollout schedule but said it has planned additional capabilities throughout 2026.
“Brands face a dual imperative — optimizing for AI agent discoverability while deepening direct customer relationships through superior experiences,” said Loni Stark, vice president of strategy and product at Adobe, in a statement. “Adobe Commerce is committed to supporting current and emerging agentic standards, so brands don’t have to.”
Adobe framed the initiative as a structural shift in ecommerce infrastructure rather than a short-term technology trend. As AI agents increasingly act on behalf of consumers, the company said brands will need systems that support both automated, agent-driven transactions and traditional human-led shopping journeys.
Adobe Commerce is part of Adobe’s Experience Cloud portfolio, which includes tools for content management, analytics, personalization, and digital customer experience.
Sign up
Sign up for a complimentary subscription to Digital Commerce 360 B2B News. It covers technology and business trends in the growing B2B ecommerce industry. Contact Mark Brohan, senior vice president of B2B and Market Research, at mark@digitalcommerce360.com. Follow him on Twitter @markbrohan. Follow us on LinkedIn, X (formerly Twitter), Facebook and YouTube.
FavoriteThe post Adobe commits commerce platform to agentic standards appeared first on Digital Commerce 360.
from Digital Commerce 360 https://ift.tt/xP9csvh
0 Comments